On November 13th 2006, only 11 months after ITV introduced the 'Emotions' idents, ITV1 released a new set of idents with the theme 'Alive With Colour'. The logo stayed the same style as the logo on the previous set of idents apart from the colour of the ITV lettering changed from white to black to make it more legible against the yellow. The 1 stayed white though.
Six idents were introduced to begin with. These were Beach, Boat, Market, Bike, Pavement Art and Basketball. Images of these idents can be seen below.
Beach ident - The camera moves towards a yellow wind break which bursts out from one side and flies upwards soon joined by an orange wind break.
Boat ident - The camera slowly pans up from a bank full of grass and reeds revealing a lake behind where a man rows a boat as yellow and orange fish swim underneath.
Market ident - A patterned curtain lifts up revealing a busy continental market. A man walks out into the main street where lots of small yellow birds start flying round as the camera follows another man to the other side of the street.
Bike ident - A cyclist rides a bike along a dark street with A trail of yellow fireflies flying around her. The camera then pans up revealing more fireflies swarming around a street light.
Pavement Art ident - Several people are painting large yellow stripes on what first appears to be a road until the camera moves to the edge revealing it is infact a rooftop. The yellow stripes continue down the side of the building and produce a large pattern on the ground as many people swarm round.
Urban Basketball ident - An Ivy like plant starts to grow up the back of a basketball hoop. As the camera moves round revealing the full basketball court we see the plants everywhere with yellow flowers growing.
Four new idents were added to the current set for ITV1 on the 3rd September 2007. These idents are Fountains, Buildings, Bubbles and Garden. The ITV1 logo that appears on these idents has increased in size compared to the previous six idents. Images of these four idents can be seen below.
All ten idents use the same piece of music which has been classed as drone-like and dull by many viewers.
Fountains ident - A dark alley is suddenly lit up with yellow fountains bursting up, out from the puddles on the ground.
Buildings ident - Several people are seen sitting under large white and yellow sun umbrellas. The camera pans up to show the windows of all the buildings start moving producing yellow reflections.
Bubbles ident - People in a park are enjoying the sun with several of them using plastic tools to blow bubbles. As the camera pans up, large bubbles come into view and slowly float upwards.
Garden ident - A family are seen in their back garden when the camera moves down into the undergrowth where flowers and mushrooms grow.
