ITV – Coming From The Heart

ITV announced details of its new branding strategy today (see Newsline) which involves a new logo as well as a new theme: TV From The Heart.

The new image is a blue and yellow logo using lower case lettering, complemented by an animated channel symbol – a heart. “From now on the heart will become the symbol of ITV in the same way that the BBC has its globe, Sky has its satellite dish and NBC has its peacock,” said John Hardie, ITV’s marketing and commercial director.

The broadcaster has secured a deal with top comedy producer Carsey Werner (Cosby Show and Roseanne) to produce a show for ITV, and has signed on the dotted line with MGM Television for the exclusive rights to all James Bond movies, including the new forthcoming production.

A six-part television version of Charles Dickens’ Oliver Twist, and a soap opera created by former Coronation Street producer Brian Park and set in a women’s maximum security prison, are also on the bill.

John Hardie explained the thinking behind the new branding: “ITV’s strength has always been in its programming. By contrast, in branding terms it has never really had a clearly defined identity as a channel. Given the current onslaught of new channels, that’s something we had to put right.”

ITV: 0171 843 8217