[gottago]

Having a hard time trying to justify that "confusion between the master brand and the channel" argument.

Their justification made a lot of sense. They've had brand campaigns in the past like Get Britain Talking that have technically been a campaign from ITV as a company but viewers have perceived it as being a campaign related to ITV1 the channel. The need to distinguish more between ITV the channel and ITVX will be a lot more important as they make streaming their priority over broadcast as a company.

Their audience research found half of viewers still referred to it as ITV1, interestingly. Guess it's no different to people still referring to it as 'Granada' or 'Yorkshire' or whatever. If that was the era you watched it the most you're more likely to use that brand. No plans for a promo for the name change like they did way back when. Looks like it's just going to happen without drawing too much attention to it.

The package looks great and the ident concept looked fantastic. It looks like show logos will be used more frequently in promo end boards than they currently are. The ITVBe logo was the only bit that maybe didn't look great as a static logo. The B was written sort of diagonally above the E.

Less than a month to go before it all launches.