ITV unveils new logo and refreshed channel identities
ITV has announced that it is to undertake a major rebrand of all its channels and activities which will be grouped under a single ‘unifying brand identity’ for the first time.
The commercial broadcaster has devised a new logo for its business and come up with new identities for its suite of channels, most prominently ITV1 which will be renamed as simply ‘ITV’.
The curvaceous and colourful new look is intended to be less formal than the existing branding and will roll out in January across all ITV channels, the ITV Network and ITV Studios – the broadcasters production arm.
Specific channels and programmes will be given their own sub-identities with ITV News given a royal blue logo and ITV Sport will be given a green tint.
Conducted in-house by ITV’s group director of marketing, Rufus Radcliffe and Reemah Sakaan, the broadcasters director of network marketing, it will be the first such rebrand since 2006.
Radcliffe said: "People love our shows, but we don't get the credit for bringing them. With all these media brands out there if you don't have a clear brand then you are exposed," he said at a press briefing yesterday. "What this rebrand is about is cementing the relationship between the shows that people love and the ITV brand that makes them.
“What we have at the moment is ITV1 in yellow whether we are showing Appropriate Adult or The X Factor," he said. "But we want it to flex and focus. We are going to drop the ITV1 from January because we have always been swimming against the tide with that branding and viewers have never really embraced it."