ITV2 is the second channel from Britain's leading commercial broadcaster ITV and firmly established in the top ten of the nation's most watched television channels. In recent years it has repositioned itself slightly as "the naughty sibling in the ITV family" with a mix of broad youthful entertainment programming (and the future home of Family Guy). Yesterday, it launched a new look to fit that remit, summed up in the slogan "TV. And then some".
The channel last changed its look in January 2013 along with the other ITV channels. The logo introduced then has been retained, but has changed colour. The new look was created by ManvsMachine together with in-house agency ITV Creative.
The idents feature a set of different shots with objects that are supposed to communicate ITV2's brand attributes. Rather than playing out the full scenes, the team has created an algorithm that shows snippets from different scenes at random. According to ManvsMachine, the system can produce 300,000 different iterations, which means it would take 36 years for every possible combination to be played out.
ITV has produced this video that presents the channel and its new look:
One example of a "randomised" ident:
Several scenes in full:
Behind the scenes:
Client: ITV Creative
Concept / Design / Direction: ManvsMachine
VFX / Animation / Compositing: ManvsMachine & Neon
DoP: Pau Castejon Ubeda
Audio: David kamp @ Studio Kamp
Editor: Nick Armstrong @ Envy Post
Colourist: Aubrey Woodiwiss @ Electric Theatre Collective