The rebrand for ITV is set to go live today across all of its channels on online platforms.
Created in-house, the rebrand will see the commercial broadcaster move from ITV to ITV1, with individual colour schemes created for ITV2, ITV3, ITV4 and CITV.
Creative director of ITV Creative, Phil Lind, explained: “Viewers now have access to hundreds of channels and are forming relationships with digital brands that did not exist a few years ago.
“The rebranding of ITV will allow us to further cement the relationship in viewers' minds between our shows and the ITV brand that produces and broadcasts them.”
Lind added: “We now have a consistent identity across everything that we do, all rooted in our positioning as a media brand that is at the heart of popular culture.”
ITV Creative worked alongside design specialist Matt Rudd and type specialists Fontsmith on the new logo.
Idents bearing the new logo will begin to broadcast across the stations, while ITV News will also adopt a new look.