Here are a few existing idents for ITV found on youtube. They all look a little bit dull, using only some special effects and video.
Moths:
http://www.youtube.com/watch?v=pUtfpEtzZzY
Lanterns:
http://www.youtube.com/watch?v=LBwtEdLTplE&feature=related
Sunflowers:
http://www.youtube.com/watch?v=fVFB6SCqVkc&NR=1
Builders:
http://www.youtube.com/watch?v=loTPetui-Wc&feature=related
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