ITV unveils brand refresh as main channel reverts to ITV1

ITV has launched new channel branding, on-screen presentation and idents across all of its on-air channels.

As part of the rebrand, ITV will become ITV1 again after nine years.

ITV 1 became simply ITV in 2013 as part of a then strategy to unify the channels. ITV is now returning to the ‘1’ branding to differentiate the linear channel when ITVX fully launches on 8 December with 9,000 hours of content.

Jane Stiller, ITV chief marketing officer, said: “This is all driven by a future where both broadcast and streaming will be equally crucial parts of how viewers engage with us. Viewers will see what we do in broadcast and streaming as much more joined up and we will be able to seamlessly cross promote across the  platforms enabling greater content discovery.”

The network-wide were shot in five archetypal locations across the UK and ITV Creative and DixonBaxi partnered on the rebrand.