With thanks to Ashley Barrett. Visit This is Five at www.thisisfive.co.uk
On 16 January 2006 a brand new logo and presentation package was unleashed. It brought ITV1, ITV2 and ITV3 in line with ITV4. It was part of a major re-brand of the ITV network, known as Brand 2010, which also included the News and Sport divisions as well as off screen content. Dubbed the 'Emotion' idents, several of the idents were shot in South Africa, in them the 'ITV1' logo would open out and enclose the footage it was superimposed on to. All but one of the idents were a montage of unrelated scenes, which include such things as a man rubbing his bare chest, girls rolling down a hill and two people hugging trees. The idents were supposed to represent a feelings such as joy, pride or sadness.
Embarrasment
Joy
Hope
Love
Pride
Sport
Surprise
