The 'old' ITV idents were really effective, with the colour scheme reflecting the video content behind it. It was versatile and well executed.
These new ones will be interesting with a new one each week but having watched ITV, I can't say I've noticed these idents yet... I have noticed their new menu style though which reminded me of Channel 4's idents that debuted more than 3 years ago:
Here's the new ITV menu for comparison. Maybe not siblings, but it feels like they're from the same family.