[interestednovice]

I think it was always the plan, it's just everyone assumed the brand was ending because the channel was. The only other option was to have children's shows with ITV2 branding.

They presumably didn't update the logo because it didn't need to be and it's not with doing for a few hours a day

That all follows except for the fact that we have already seen that the network-wide rebrand did, in fact, have ITV Kids branding prepared. At one point, most likely, this was intended to be for a rebranded CITV channel but it could easily have been used for this new service to “fit in better” with ITV 2.

It seems that they decided to keep CITV instead due to the aforementioned nostalgia wave, which was probably a smart move. It’s somehow apt for an old brand to live on to fulfil an old contractual obligation!