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Great find.

Am I going mad though or is the font they developed and show on that site (ITV Display Sans) not exactly the same as what we're seeing used, especially online?

Also I love how the animation where they show how they manually customised the numerals for the channels, yet the unmodified "1" is used in-vision on the screen, only being seen in the actual logo in modified form. That's one of the most annoying parts of the rebrand for me!

Overall I think they had a good vision with the different channels and overall style but the idents really let the package down, as well as failure to update the end credits of shows and ITV News etc to the new font, like they did in 2013.

Some screenshots of the really fast video follow:

Playing with different '4' numerals:


Early attempts at numerals with unmodified "1" and "Be", and ITV Kids concept.


Logo concepts for ITVX and ITV+


ITV1 looks like it was originally more blue (I prefer this, shame):


Another look at early logos:


Lots more ITVX logo concepts: