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I think something that’s not really helping the rebrand’s case either - is that it really has ticked all the boxes in a game of recent TV rebrands bingo. It feels like all major TV rebrands lately are all revolved around “unifying” their family of channels and throwing some live action idents at it and we’ve seen it before - it’s becoming a little bland. Channel 4 just announced plans that are along these sort of lines too, and I really hope they tackle that brief of unification in a better way. 

I get that it keeps it all neat and tidy, as well as strengthening the core brand - but I think that networks shouldn’t be afraid of letting their different channels be different. Building separate brands as well as a main one isn’t a bad thing - they’re all for different purposes and different audiences at the end of the day, it should be embraced - and I think it prevents it from all becoming a collective “meh” like this and the BBC rebrand has. 

Stuff like ITV2 especially shouldn’t be put into that kind of box either - it needs room to breathe and be a little more lively.  While the turquoise branding was getting on a bit, it was such a strong and recognisable brand and they’d done such a fabulous job with building that. This new look currently isn’t conveying that, and it just becomes another ITV channel rather than it’s own thing - which is a bit of a shame.