When I first saw the new brand­ing for ITV I did­n’t like it, or more accu­rate­ly I did­n’t like the type. I did like the imple­men­ta­tion and the way that the colours matched the imagery the logo sat on, but the low­er­case t felt stretched. I’ve now seen it on tv, and read­ing through the think­ing behind it under­stand it as doc­u­ment­ed in this post, I’m start­ing change my mind a little.