The more observant amongst
you will have realised that, for the past month or so, ITV has been looking a
little different. We have in fact undergone what, in the Marketing world, is
known as a rebrand.
In short, some rather
important high-up people decided to take a good look at ITV one day. A really
good, hard look. And they found themselves thinking, ‘we look a bit tired and
dated on air, let’s make an effort to look fresh and energetic’
Much in the same way that 60
Minute Makeover is able to renovate a dull and dreary house and turn it into a
marvellously modern living space, ITV decided to redecorate, or rebrand, our
channels, logo and pretty much everything that carried our old identity.
And so, on the 14th
January 2013, ITV transformed itself from a dull and dreary terraced house into
to a palace. The Downton Abbey of the broadcasting world if you will – although
ever so slightly more modern. And, as much as we love it, even 60 minute
makeover couldn’t pull off a stunt like this (it did take slightly longer than
60 minutes however - almost a year and a half longer).
The new ITV logo has caused
some controversy, as is always the way when a huge organisation changes their
entire look, but I wager that in a years time people will have grown to love
this baby just as much as I now do.
Amusingly, the logo design
has been likened to a ‘human bottom’ by Daily Mail journalist Alasdair Glennie
(amongst others). Well, I don’t know what Alasdair’s derriere looks like but
I’d go and see a GP if I were him.
In fact, the logo’s had its
fair share of criticism:
Always nice to have a bit of constructive criticism from a fan...
Er, someone do their research, because we didn't actually use an agency.
All the magic happened in house!
Written by a bloke, but in an ever so slightly melodramatic way.
He probably reads the Daily Mail too. I think he likes it...
Then again, a lot of our fans love the new look...
It seems that people
have already forgotten the state of the old logo (you’re a forgetful bunch
aren’t you). I mean, taking colour inspiration from the majestic bumblebee is
all well and good, but when you compare the old black and yellow box to the new
colour adaptive design (that’s right, the colours change depending on the background!), you start to get a
sense of what the rebrand was all about.
“ITV is the heart of popular
culture”
… this quote is the heart of
the ITV rebrand. And to illustrate this, the logo for ITV1 (or ITV as it’s now
called) is created with a colour-picking feature, it blends into its
surroundings somewhat. This goes for our promos, idents, posters and more.
And talking of idents (the
little films that the announcer talks over to let you know what programme’s
about to start), we’ve got a new bunch of those as well, including the ever so
adorable Pugwash!
Soapy, soppy and seriously adorable. Meet Pugwash.
A row of ballet dancers waiting for their class to begin.
This kid's having the most fun anyone's ever had on a seesaw!
Ok, so it was a total coincidence that of our entire ident database, i chose to illustrate the three most adorable ones on here. Honest. Aw, look how cute they all are. A-bu-bub-bu. Coochie-coo!
Luckily, this total TV
makeover has happened just in time for us to show off some of our amazing shows
past and present (as well as giving a little sneek peek at what’s to come) in
this awesome brand film below. Watch,
enjoy, and fall back in love with ITV!
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