RcktDiscusses: ITV rebrand
In the first of an occassional series where we reproduce conversations from the Rckt internal mailing list discussing hot design and digital issues of the day, we share our first impressions of ITV's rebranding...
14 Jan 16:58. Phil
Don't know if anyone has seen it yet.
But it's bloody awful.
14 Jan 17:00. Andy
Bit strong, i quite like in places
14 Jan 17:02. Dale
I'm going to break rank and say I don't mind it… I can see what they went for at the very least.
It's a bit more 'current' and cohesive than the previous. It's got a look that'll probably evolve over time to be quite nice.
SO THERE... YOU IS WRONG!!! ;)
14 Jan 17:04. Karen
Don't mind the logo, some of the site is a bit busy for me!
14 Jan 17:04. Phil:
It shouldn't have to evolve into something nice. It should just be good in the first place.
15 Jan 09:52. Nick:
I don't mind it.. I don't love it or hate it. It's better than what they had before. The mark on its own is slightly interesting; the on-screen idents look quite cheap like some kind of "UK Living" type niche channel, and I don't really "get" the message/story they're trying to tell with that imagery.
What is most impressive to me is that they did it in one big bang launch. Everything switched on the same day across all their TV channels, web, mobile apps (there was a new version of ITV Player waiting on my iPad 1st thing in the morning), programme guides (I've got a TV guide app which managed to change its channel logo yesterday) - even down to the font on the credits of Coronation Street last night - all switched over.
15 Jan 10:16. Andy:
Why do you think its 'bloody awful' Phil? Its easy to say, probably less easy to back up...
Evolution is part of a brand, telling a story over a period of time, allowing it space to breath and develop is massively important to a large brand such as ITV.
Subjectively (and I speak as someone who watches no ITV programming at all) i think its quite colourful and warm, has character and is very adaptive/flexible. I might also say that we looked at this 'overlapping' for the rckt logo many moons ago, so may be slightly biased ;)
Total agreement with you Nick, roll out of this must have been immense - the road map of change would have been a huge project in its own right
15 Jan 10:23. Phil:
I don't mind the site. It feels neat and tidy. I don't mind the brand for CITV that seems like it works.
I dunno, there's just something about that font and the overlapping in the main itv logo that I'm not sure I like.
15 Jan 10:26. Andy:
...a short time passes..
"I'm not sure I like"
Its like ITV have infected your mind with their brand cunning, next you'll be hooked on I'm Not A Celebrity Get Me Out Of Here.