ITV2 experiments with algorithmic idents in a collaboration with Man vs Machine

ITV2 is not a channel I frequent. Chiefly because I’m the kind of person who’d probably prefer to watch footage of his own conception than an episode of Geordie Shore, but also because the channel’s identity has (up to this point at least) seemed more than a little confused. It doesn’t seem to want to know if it’s a convenient place to catch repeats, an unofficial classic movie channel (I can’t begin to count the amount of times I’ve seen an Indiana Jones film listed on the channel at the weekends) or a home for all the reality TV dross deemed too tasteless for mainstream ITV.

The ITV Creative team has partnered with Man Vs Machine to develop a set of on-screen idents for ITV2

That’s all set to change now though, as the ITV Creative team has partnered with Man Vs Machine to develop a set of on-screen idents for the channel, which hope to focus its identity, and expand its viewership amongst the core 16-34 year-old demographic. What’s really unique about the identity the teams have created, however, is the algorithm that controls it, which could theoretically create hundreds of thousands of different random permutations automatically.

ITV2: TV and then some

The rebrand stands in stark contrast to the complete overhaul the ITV brand received from Rudd Studio in 2012, where the handwriting-style identity would simply adapt to whatever background colour was being used. The same logo is used here, but the changing colours have been replaced by a turquoise backdrop and the idents featuring everyday objects in unusual situations (the hot dog sausage dogs are my personal favourite) have now been created using this bespoke algorithm, so that a fresh combination of image and logo colour should appear after every show.

The idents have now been created using a bespoke algorithm, so that a fresh combination of image and logo colour should appear every time

“Break flashes,” have also been introduced. Bearing more than a passing resemblance to the flashes used by E4, these are inspired by the visual grammar used in the online world (so there undoubtedly will be lots of “LOL”,) and use a pop and lock animation, which has been designed to represent the swipe motion of a smartphone or tablet. A series of random “Omos” (like promos without the P) have also been created to slot quickly between breaks, many of which use characters and concepts from ITV2 shows in surprisingly inventive ways (Family Guy Space Invaders anyone?).

ITV Creative executive creative director Tony Pipes said of the rebrand: “We wanted a new younger look and feel plus a new promotional model that was more digitally connected. To be modern we knew it had to be fun and dynamic, always updating, weaving in with our social feeds, and better reflecting the kind of channel ITV2 is. We call it TV. And Then Some.” The ‘And Then Some’ tag has also been introduced as a new tag line to support the rebranding. Seems a little bit on-the-nose to me, but then, considering the demographic, I actually think on-the-nose was the most sensible approach, and it’s all undeniably colourful and attention-grabbing. Man Vs Machine added: “We created a badly behaved channel brand system that disregards the norms of scheduling. We worked with ITV Creative to develop an automated modular play-out system that assembles idents on the fly. Like a digital tombola, the system randomly sequences snippets from bespoke ITV2 branded scenes.”

Viewers will see the new identity appear from this week on their televisions, ITV Player and through social channels

Viewers will see the new identity appear from this week on their televisions, ITV Player and through social channels, which have been widened to include the likes of Snapchat and Tumblr. Gif-style bite-sized promotions featuring the new look will also be rolled out in the coming weeks. What are your thoughts on the new identity? Does it grab your attention like it’s supposed to? Or do you think it might be a little too busy and ever-so-slightly patronising? Sound off below.

ITV2: New ident show reel

Benjamin Hiorns is a freelance writer and struggling musician from Kidderminster in the UK. His favourite off-shoot channel is BBC4 because he’s a pretentious muso at heart