Major ITV rebrand goes live
ITV’s rebrand goes live today – across all five ITV channels in the UK, six ITV Studios production offices around the world, and ITV Studios distribution arm, ITV Studios Global Entertainment (ITVS GE).
Described as a “modern, unifying brand identity”, the change will now not only stretch across ITV plc, and ITV’s main channels in the UK, but also ITV’s online and on demand products including ITV Player.
ITV Studios Global Entertainment (ITVS GE), and all of ITV Studios’ local production offices – including ITV Studios UK, America, France, Germany, Nordic and the newly renamed ITV Studios Australia – will also adopt the new ITV logo, aligning them more closely with the parent brand.
The rebrand is linked to ITV’s Transformation Plan, and has been led by Group Director of Marketing and Research Rufus Radcliffe, Director of Network Marketing Reemah Sakaan, and Creative Director of ITV Creative, Phil Lind.
“Viewers now have access to hundreds of channels and are forming relationships with digital brands that did not exist a few years ago,” said Rufus Radliffe.
“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.
“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’s rebrand has been produced in-house by ITV Creative, who have worked with external specialists to realise designs. ITV Creative developed the new adaptable ITV logo, in collaboration with design specialist Matt Rudd, and type specialists Fontsmith.
From today, ITV1 is now simply ITV and the five UK channels (ITV, ITV2, ITV3, ITV4 and CITV) all have new logos and new colour schemes to better reflect their programme mix.
All of ITV’s five channels also have new idents, the branded segments between programmes over which announcers give information about the schedule.
Alongside a new ‘colour picking’ logo, that can adapt and blend to the tone and colour scheme of the programme, the channel has new on-screen presentation and promotional junctions, including a set of brand new idents.