Launched: August 2008
This is a completely CGI approach to the ident, as opposed to the more film based idents. The 3D 'world' looks like it might have been created in a 3D programme like Cinema 4D or even Maya.
With a 3D ITV Logo placed in the centre on the right, the camera swiftly pans in through the 'city' to one of the tall buildings, where a bright strobe light shines brightly out from the side. The camera swiftly snaps back to a long shot of the buildings, before panning in again to a low angle shot, which gives the sense of power and height as more strobes appear on the screen. The camera pans out of the 'city' to a country view, where the strobes can still be seen bursting out of the city.
I am not sure what to think of this ident in terms of it working as a set with the other idents - this doesn't communicate a moment in a 21 year olds life like the others do. It works as an ident in its own right however, the fast sweeping camera movements create energy which reflects the entertaining schedule for the channel, and the colours are interesting and remind me of a jewel, particularly with the crystalline shapes.
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