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ITV Discussion Thread

Christmas Pres launched (Page 411) (October 2007)

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PC
Paul Clark
Quote:
Rufus Radcliffe ITV talks about need for rebranded product. Says change in ITV - once glacial - now "terrifyingly fast". Radcliffe says viewers love our content. But not our brand. 30% of British audience says "ITV does nothing for them". Current identity "not working" we need to emphasise that we are "at the heart of popular culture" . New ITV brand shown. Fincham says it will be fluid, adaptable and disposable. Plans too to brand not only on-screen look but South Bank tower. Crozier: "we want to get closer to our audiences" "we want to understand our viewers" "we must increase the visibility of the work we do"

There's an idea for an ident concept in there, somewhere Laughing
JB
JasonB
Paul Clark posted:
Quote:
Rufus Radcliffe ITV talks about need for rebranded product. Says change in ITV - once glacial - now "terrifyingly fast". Radcliffe says viewers love our content. But not our brand. 30% of British audience says "ITV does nothing for them". Current identity "not working" we need to emphasise that we are "at the heart of popular culture" . New ITV brand shown. Fincham says it will be fluid, adaptable and disposable. Plans too to brand not only on-screen look but South Bank tower. Crozier: "we want to get closer to our audiences" "we want to understand our viewers" "we must increase the visibility of the work we do"

There's an idea for an ident concept in there, somewhere Laughing


Like this? Laughing

TM
Telly Media
Brekkie posted:
Was posted over on Digital Spy - not sure of the original source.


This is quite accurate. While the current branding is not without it's problems, all I can say is wait until you see the new stuff. It's pretty horrendous imo.
JO
Joshua
So the new corporate logo/ITV1-soon-to-be-ITV logo is horrendus?

When should we expect to get our first glimpse of it?
PA
pad
Sky Networks posted:
Brekkie posted:
Was posted over on Digital Spy - not sure of the original source.


This is quite accurate. While the current branding is not without it's problems, all I can say is wait until you see the new stuff. It's pretty horrendous imo.


Surely they can't f**k this up?!?!

Can't you give us a few hints? Even whether the logo is upper or lowercase...

Or if not, do you know when the general public will be hearing more? Perhaps there's time to make some tweaks if it's really as "horrendous" as you say...
BR
Brekkie
I still think it was a mistake to drop the 4 square motif - nothing particularly special about the logo of the time but I thought the motif worked really well as a way of getting the ITV brand across without having to explictly refer to it, and actually quickly established itself as a recogniseable logo for ITV1.

Really though ITV is full of mistakes when it comes to branding thanks to the speed at which they're willing to replace a logo. If anyone (talented) is bored enough an idea of how the 1989 logo might have developed overtime would be quite interesting for the mocks forum.
NI
Nicky
Sky Networks posted:
Brekkie posted:
Was posted over on Digital Spy - not sure of the original source.


This is quite accurate. While the current branding is not without it's problems, all I can say is wait until you see the new stuff. It's pretty horrendous imo.


Shocked

Yikes! I was pretty optimistic until I read your post Sky. Seems like they're going to balls it up yet again image-wise, cohesive or not. I do understand you can't give too much away, but I'm assuming that ITV News - to name but one aspect of the rebrand - will possibly look worse than it does now? (If that's at all possible?!)
TM
Telly Media
BBCNicky posted:
Sky Networks posted:
Brekkie posted:
Was posted over on Digital Spy - not sure of the original source.


This is quite accurate. While the current branding is not without it's problems, all I can say is wait until you see the new stuff. It's pretty horrendous imo.


Shocked

Yikes! I was pretty optimistic until I read your post Sky. Seems like they're going to balls it up yet again image-wise, cohesive or not. I do understand you can't give too much away, but I'm assuming that ITV News - to name but one aspect of the rebrand - will possibly look worse than it does now? (If that's at all possible?!)


Sorry to be the bearer of bad news. Unfortunately I can't say too much about it, but I understand it is being revealed to advertisers and/or investors in November, so would imagine the public reveal is around then as well, with an on-air date of Jan 14 (not sure if that tallies with what others are hearing)?

I have to say I don't see the new branding working well for ITV plc or the re-named ITV (channel). It looks a bit comical, even child-like in my opinion, and dread to think what the likes of Broadcast, Creative Review and Marketing Week will make of it (although I realise that isn't necessarily the intended audience).

But my biggest concern is for news and current affairs programming. The point was made several times at Monday's briefings that the logo doesn't sit well with serious programming like ITV News or Exposure (if you thought ITV News had problems being taken seriously now, just wait for the rebrand).

This is just my take on it though. I'd love a newspaper or magazine like The Guardian or Creative Review to ask somebody like Martin Lambie-Nairn to give his appraisal of it from an expert's point of view. And I can't wait to hear what people here think about it.

SN.
AL
altrus
Sky Networks posted:

I have to say I don't see the new branding working well for ITV plc or the re-named ITV (channel). It looks a bit comical, even child-like in my opinion ....

But my biggest concern is for news and current affairs programming. The point was made several times at Monday's briefings that the logo doesn't sit well with serious programming like ITV News or Exposure (if you thought ITV News had problems being taken seriously now, just wait for the rebrand).


I guess that matches up with all the rumors of it looking like the Olympic 2012 logo..
Expecting all lower case, 'plush' or 'funky' font.
Kind of struggle to grasp how ITV always manage to mess up rebrands.
JO
Jonny
You do realise if this induces mass public bafflement/mockery/nonchalance they'll be left with no option other than to utilise a certain batch of classic brands that have remained dormant for the past, what is it, 10 years in a desperate bid to 'reconnect with viewers.'

Think of the long game, people. I know they are... definitely...
BU
buster
I'm quite impressed that the new look has been written off already based on one sketchy paragraph and no pictures. That's something even by TV Forum's standard.
PA
pad
buster posted:
I'm quite impressed that the new look has been written off already based on one sketchy paragraph and no pictures. That's something even by TV Forum's standard.


Sky Networks has seen it though. And he's not impressed ...

However I'll reserve judgment. I have to say if this is ballsed up - that is, it doesn't appeal to the majority of the audience - I'll have lost a lot of faith in the Crozier/Fincham regime, and Radcliffe will have lost some credibility after good work at Channel 4.

To be perfectly honest, I'm not sure why this huge veil of secrecy is so necessary, why didn't they just announce the brand publicly?

I wonder if there will be a new corporate font, whether the new logo is uppercase (getting the vibe it's not, from the "childish" comments), lots of things really.

I'm just looking forward to seeing this, it's been a long time coming. It was announced a remarkably long time ago.

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