Ok, so we recently commented on the long awaited new itv identity and how we at apt love the use of colour in branding; one week on, we've seen it in use and we are absolutely loving it from a creative point of view. However, those of a certain age will remember when the terrestrial network decided to drop all regional branding at the beginning of the millennium and have one national ident with just Scotland and Northern Ireland retaining their well loved regional brands STV and UTV. Back to 2013 and it seems like itv is calling in the branding teams every three years or so for a refresh. We think the new logo is very elegant if not a little effeminate. It is certainly off the moment and unexpected but really, how is one supposed to take the itv news bulletins seriously with such a ‘soft’ ident? Good branding means that a logo should perform across every eventuality and hard hitting news looks at odds with the fluffy daytime feel of the new itv swirl. We generally like the new ident and continuity sequences before our dose of Ant and Dec but would love to know what you all think of it. Just remember don’t say itv1 anymore. The 1 has been dispensed with just like a few years ago. However itv 2,3 and 4 still apply. Go figure...