I have been mulling over this one for a couple of weeks now, not really being one who is ready to just jump in with criticism. The new series of idents / logotype designs were definitely not my cup of tea to start with, but their predecessors were very bland and corporate. Personality has certainly been instilled; it says to me This Morning, Jeremy Kyle and I'm a Celebrity... therefore, in this regard it must be hailed a success. On that basis, is the new identity a guilty pleasure? The brand that never ceases to fail to provide cringe-worthy programming, has produced a logotype equal to it's "I can't look, but can't turn over moments". There appears to be much negative subjective criticism out there (on the web), so it remains to be seen whether the new identity will be well-received given a warming period. I personally don't appreciate the logo in its static form, but feel much differently about the dynamic animated incarnations - where it comes in...
A personal blog discussing everything from web development and graphic design through to walking the dog and travelling the globe; whatever takes my fancy you can be sure it will end up on here.