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Future of TV ITV Idents

ITV refreshes brand to lend equal weight to broadcast and streaming


By John McCarthy, Opinion editor

November 15, 2022 | 5 min read

UK commercial broadcast ITV has launched a unified brand across its channels ahead of its launch of ITVX on December 8.


ITV has undergone a brand and channel refresh ahead of its ITVX launch

ITV Creative has worked with design partner DixonBaxi to lay new foundations. ITV says it is the first time it has launched new idents network-wide.

These idents will accompany a “fresh” look on its many channels, which ITV chief marketing officer Jane Stiller said shows “broadcast and streaming [as] equally crucial parts of how viewers engage with us.”

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She added that the design ethos looks to “join up” the looks of the broadcast and streaming outputs so it can “seamlessly cross-promote across the platforms, enabling greater content discovery.”

Jed Carter, design director, DixonBaxi, said his team’s work was “a single coherent design system – bursting with personality – that unites ITVX and ITV’s channels.”

Now it boasts a “unified approach” to logos, color, typography, voice and motion.

As part of the refresh, ITV returns to ITV1 to give more equal footing to broadcast and streaming, with ITV1 and ITVX as ITV’s key viewer destinations.

ITV Creative executive creative director Tony Pipes said he’s tried to create an ITV Multiverse that is identifiable across the channels, but still with some elements in common. Shot in five archetypal locations across the UK, each channel’s logo ‘swipes’ our viewpoint, leading the viewer to that channel’s own spin on the scene.

It comes after Channel 4 rolled out a rebrand one week ago, a move which saw Superunion’s chief strategy and innovation officer Matt Boffey ask if broadcast TV was having a mid-life crisis.


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