[orange]

So far, i’m not convinced. I get the whole pub chalkboard kind of shtick may have been getting tired to them… but my god at least it had personality.

The end boards and promo graphics look clean and they’re pretty lovely - they’re not Dave though, are they. It’s very generic lifestyle/comedy channel looking now though - if you literally swapped everything and started slapping the ITVBe logo on everything it would work. You can’t say that about the old branding!

The idents… it’s as if whoever has done them had a look at the old ones and completely misunderstood the point. There’s a void now - the old idents were tongue in cheek and genuinely amusing, and the new ones are the same sort of real life concept - just without anything amusing about them. A man walking past a train information board that has the Dave logo on it isn’t funny. Someone doing weights in front of a wall that has the Dave logo on it… isn’t funny.

Maybe i’m being too harsh - especially 3 idents deep - but i’m just very confused by the whole thing. For a channel that had edge and a sense of humour this is all sort of painfully generic. They’ve snipped off all 4 corners of a square and made a circle.