16 November 2012 - 8:26am | posted by | 7 comments

ITV unveils new logo and refreshed channel identities

ITV unveils new logo and refreshed channel identitiesITV unveils new logo and refreshed channel identities
ITV unveils new logo and refreshed channel identities
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."


16 Nov 2012 - 09:21
jasonstone's picture

Oh dear.

16 Nov 2012 - 09:30
Joel8741's picture

That looks Horrendous.

16 Nov 2012 - 10:39
jimde95752's picture

Not a fan. What's going on with that crossbar on the 't'?

16 Nov 2012 - 11:35
TimboRiches's picture

Sorry chaps. I quite like this. On face value (I stress) it's a real antithesis to the static BBC mark... the timing is great considering the cloud the BBC are under at the moment. I particularly like the fact that its palette is flexible so it can appear as a relative and sympathetic partner to each particular broadcast. A big improvement from the last identity, it's more fluid, engaging and frankly groovy... man.

16 Nov 2012 - 19:05
Matth21039's picture

Eh! The timing is great? What do you think will happen, people will start defecting from BBC to ITV because of a logo? I love marketing, but it's problem is that it's full of complete and utter b........ at times. Look, it's really simple. It's just a logo. It will have zero effect on viewing figures. Zero effect on advertising revenues. Zero effect on public perception. And zero effect on the BBC. The only positive effect it will have is on the bank balances of those involved in rebranding promotion material and alike. Please, marketing people don't rebrand stupidity any more than you have too. @TimboRiches

17 Nov 2012 - 14:13
mbtvc14612's picture

I think this is a great move, especially as it seems to be more adaptable. However it's not just the design that's more adaptable - clearly Mr. Radcliffe is too. I think his predecessors placed too much trust in the 'brand agencies' that put forward the 'set in stone' approach to brandmarks, which is something that has straitjacketed ITV's marketing during recent years. It is clear from the write-up that the new identity scheme is designed to exist more integrally within the visual and audio elements of the programming that it surrounds, and I think it's unfair to judge the base logo on the 'vanilla' example shown above which is (a) truncated, (b) static and (c) just the base design. I can envisage the layers of variation that this can be treated to, and I foresee a great range of executions such as those applied to Channel 4's logo.

What would be nice though would be if pre-programme idents could be re-introduced too. Since however all ITV production units are just branded as ITV Studios and not, as once were, Granada, Yorkshire, etc., then perhaps the location of the studios could be given prominence. Maybe stylised renditions of studio buildings or landmarks in the town/city in which they're located could be expressed in similarly colourful bloated brush-strokes, along with a jingle specific to each one. So weekend programmes could be indicated as 'From the South Bank Studios', for instance.

17 Nov 2012 - 14:16
mbtvc14612's picture

...plus I think it's very bold of Rufus to admit that ITV1 never really 'worked'. I still know for most people they consider it as 'Channel 3'., i.e. the channel that sits between BBC2 and 4. Let's not go down the road of 'Channel 3' though - viewers in the North East will know that that was tried once before! It was a good idea in principle but given half-hearted implementation so didn't take off.


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