As of yesterday, ITV1 is back as plain old ITV, and there's a new logo which will be used across all channels and +1 networks.
It's still all lower-case, but out go the yellow blocks and spaced-out letters, in come colours and cursive.
Of course, there's much more to the overhaul than just the new look of the three letters, but the design has inevitably attracted the majority of the response.
Stuart Heritage of The Guardian has claimed that it "spells 'UUV' and looks like a moustache made out of bums".
There has already been a strong response from some Digital Spy readers to the logo - from "cheap and nasty" to "very nice to look at" - but what is your opinion? Vote in our poll below to let us know your thoughts.