To coincide with the launch of ITV's newest channel, ITV3, the presentation package for ITV1 was also refreshed once more on November 1st 2004. Out went the celebrities, to be replaced by a more traditional computer rendered look. A new ITV1 logo was also introduced, featuring splitting up of 'itv' into blocks (well, the BBC do it you know), as well as a much more prominent '1'. From this date, all ITV plc productions were also credited to Granada - a shortlived production branding experiment before replacing the whole thing with ITV Productions a few years later.
In April 2005, just to undermine all the work made on the ITV1 brand over the past 2 years, the main ITV1 package was dropped during daytime hours in favour of calling the channel 'ITV Day'.
ITV1 (2004-2006) - Main
ITV1 Clouds - First New Ident Nov 2004
ITV1 Ribbons - November 2004
ITV1 Clouds - November 2004
ITV1 (Promo) - November 2004
ITV1 Next - November 2004
ITV1 Clouds Menu - November 2004
ITV1 Break Bumper - November 2004
ITV1 TTTV Promo - November 2004
Promotion of regional programmes changed little initially, apart from the addition of the new endcap. Tyne Tees still say 'Tyne Tees' over the promo, though the use of the region name over ITV1 varies from region to region. Over time this gradually phased to ITV1 (before the promos were ditched completely).
ITV1 Ribbons Long - November 2004
ITV1 Clouds - November 2004
ITV1 ECP - November 2004
Granada Productions - November 2004
ITV1 Primetime - November 2004
ITV1 Maya's Mad Monday - 2004
Not long after launch, and they're already introducing idents reminiscent of the previous look (ie Personality onscreen, horizontal logo at the bottom). Was it possibly designed for the old look? The ident itself was used throughout an evening to promote a series of sensational (and expensive, hence the heavy promoting) episodes for the soap Coronation Street, where scorned lover Maya firebombed a series of shops.
ITV1 Maya's Mad Monday (Short) - 2004
ITV1 Maya's Mad Monday (Breakbumper) - 2004
ITV1 - Christmas 2004
The following month, and the whole package changes to become more festive. The main Christmas 2004 theme for the channel centred on 4 characters replacing the standard 4 boxes. Whilst featuring heavily in promos, they are almost indistinguishable in the ident due to their tiny size. The background of the ident has also been replaced with an icy effect, and a festive jingle added. This is the short version of the ident.
ITV1 Break - Christmas 2004
ITV1 (Promo) - Christmas 2004
ITV1 - Boat Race 2005
ITV1 - Boat Race Break 2005
ITV1 (Celeb Love Island) - 2005
The first incarnation of Love Island appeared on ITV1 in 2005. Under the name 'Celebrity Love Island' back then and airing on ITV1, it was subject to a huge build up publicity campaign. Here a special ident used a few days beforehand just to remind you of when it starts, incase you'd missed all the other promotion. Despite the hype, the initial incarnation of the show was a flop for ITV, although proved much more successful when revived for ITV2 over a decade later.
ITV Day (2005-2006)
ITV Day Aerobics - 2005
What better way to strengthen that 'ITV1' brand you've spent the last few years drumming into people their 3rd button is called, as having different names in regions was apparently weak in a multichannel market, than to go and try and persuade everyone the channel is now called ITV Day between the hours of 9.25 and 5pm? In this ident, a group of women feature doing aerobics. About as stereotypical a view of women as the company's Men and Motors channel's view of men perhaps, but a nice warm and bright ident anyway.
ITV Day Ribbons - 2005
ITV Day Break Bumper - 2005
ITV Day ECP - 2005
ITV Day Menu - 2005
ITV50 (September 2005)
ITV50 Promo (Party) - September 2005
ITV as a network celebrated 50 years of broadcasting in September 2005, even though it wasn't on air in many regions for a few more years after 1955. This elaborate promotion started running in the weeks leading up to the celebrations, featuring stars of ITV past and present mixed together via almost seemless video editing (Leonard Rossiter being one iffy exception at the end) in a glitzy ballroom setting.
ITV50 Ident (Blue Long) - September 2005
ITV50 Ident (Blue Short) - September 2005
ITV50 Ident (Yellow Long) - September 2005
Shortly afterwards, the full presentation started to air, with two new main idents used throughout. The style of these didn't match the ITV1 package in use at the time, but rather resembled the previous October 2003-November 2004 look. Perhaps they'd been designed sometime earlier, who can say. The Yellow variant of the ITV50 ident, long version.