ITV1 to become ITV in channel rebrand - Telegraph
The channel's largest on-screen rebrand for more than a decade will drop the '1' from ITV1 and introduce a curvy ITV logo across all its channels that will change colour to suit particular programmes.
ITV's new logo, which is designed to mimic handwriting, will draw out colours from particular programme trails. It could, for example, become become green and purple alongside Dancing on Ice. On I'm a Celebrity, currently featuring Nadine Dorries MP, the logo could be browns and greens to mirror the jungle.
- The Telegraph, 16th Nov 2012



OK, so it hasn't happened yet and perhaps it's not quite as daft as when ITV tried to integrate the regions into their idents in the late 80s but this in my opinion looks like Ulster Television has taken over. As far as on screen branding goes, the current set of logos across ITVs 1-4 looks perfectly fine.

As a kid I may have thought that the Yorkshire Television logo was going to fall out of the sky and kill us all, and the Central Television logo which they called the "cake" may as well have been an advert for a football but the new ITV logo doesn't work at all. I wouldn't go quite as far as Twitter when users suggested what they thought it looked like but I still think it looks damn daft.