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As others have said it seems this may have been rushed out to be in place before ITVX's launch.

There are lots of little things which could be a little bit better. One thing which has been jarring me is the 111111111 animation uses a completely different '1' numeral to the logo. Why? It just seems inconsistent and lazy. I'm still not sold either on going back to ITV1 - I know why they've done it because of ITVX, but the majority of people don't - and won't - call it ITV1.

The concept is sound and hopefully they can refine it in 2023. For the cross-channel concept to work and be fresh for a decent amount of time, they need at least 10 different idents in my opinion. Hopefully they shoot some more in 2023 and implement a few improvements, including things like the colour grading differences and as one poster suggested earlier, dressing the individual channel variants with a bit more of the colour of the channel's logo.

They could do with refining some of the menus a bit as well. The sentence case serif heading doesn't quite work and probably should be used in uppercase with wider letter spacing as seen in the ITVX promo videos. Finally, I sincerely hope we see Reem phased out everywhere, be that GMB/ITV News, or the end credits used on all ITV shows.

All in all it's a good start and a solid concept that has potential to run for a long time, but it does need refinement in 2023 - more idents and tweaks to the accompanying graphics. In its current iteration and with only 5 idents, I think it'll get tired very quickly.

As rebrands go, the 2013 ITV revamp was god tier - consistent, confident, classy and literally everything updated in one fell swoop: the logos, the channels, the website, ITV News, the end credit styles. One of the best executed network revamps ever IMO.