[WillPS]

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!

That's just early concept work though, clearly given the brief of outlining branding for the ITV network of channels. Obviously at some later stage CITV was dropped from that brief, no doubt half an eye on the channel being sunset in the near future.

There's probably just a reality that they need some way of separating Childrens content from the rest of ITV2, and CITV is an in-the-can ready-to-go way of doing that. Very much doubt they've preserved it because of people reminiscing about Spatz.