CITV used to use logo as their ident and they'd just animate the letters in the logo in a fun way.
Recently they've recreated the logo and have started to incorporate it into images. For example in these 3 images from idents, the C of the logo becomes the mouth of the horse, or venus flytrap, or shark.
They've used real backgrounds and drawn over them a 2D cartoony style and animated over the image, which I think is a really cool way to do it.
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