ITV set for first rebrand in seven years in January

ITV: channel identity created by in-house team
ITV: channel identity created by in-house team

ITV has unveiled the new logos and branding it hopes will reinforce its relationship with its viewers, in what Rufus Radcliffe, its group director of marketing and research, has hailed the "most ambitious" rebrand of a British TV network.

  • ITV-1.jpg


  • ITV-2.jpg


  • ITV-4.jpg


  • ITV-3.jpg



The new logo and identities were presented for the first time last night to advertisers and agencies at ITV’s headquarters on the South Bank in central London.

ITV plans to switch its five broadcast channels and on-demand service ITV Player to the new logos and identities on a single (to-be-confirmed) day in January.

Radcliffe said the scale of the changes will make it the "most ambitious" rebrand in the UK TV industry.

He said: "We’re going to flip the switch in January and it’s going to happen overnight. We have got a date in mind but with a project of this scale we’d be crazy to say it’s got to be that day."

From January, ITV’s main terrestrial channel will drop the '1' to return to the name ITV which Radcliffe called a "viewer driven decision" designed tol strengthen the affinity between the overall brand and the main channel.

Radcliffe said: "At the moment all of our viewers refer to ITV1 as ITV so we’ve always been swimming against the tide by calling ITV1 ITV1 so we’re just going to go back and be very simple.

"We want to create an ITV world with ITV at the heart of it and we’re going to drop this 1 because viewers have never embraced it."

The rebrand has been a year in the making and has been led by Radcliffe with Reemah Sakaan, director of network marketing, and Phil Lind, creative director of ITV’s in-house creative division ITV Creative.

On the main channel the new ITV logo will not have fixed colours but will use the theory of "colour picking" to take on the colours of the scenes being featured in each ident, allowing it to "flex according to the move and tone of the show".

As part of the changes ITV2 will be re-positioned as the home of "infectious entertainment from ITV", ITV3 will be home of "crafted drama collections" and ITV4 will be the "haven of sport and cult classics".

Sakaan said the ITV2 idents will paint the town "hot red", ITV3 will be a "luxurious cool midnight blue" and ITV4’s will be "cool slate grey" while the ITV Sport will be "turf green" and ITV News logo will be "dark blue".

Following Radcliffe’s arrival from Channel 4 last year ITV ended its relationship with Bartle Bogle Hegarty and brought its creative house. ITV now has a 50-strong in-house creative department.

Radcliffe said: "There’s something really nice about [the rebrand] being created from within the organisation.

"ITV has an amazing history, a great regional heritage but coming in here we did recognise that people love our shows but we don’t get the credit for the ITV brand that brings them to you.

"In this digital world, with hundreds of channels and hundreds of new media brands if you don’t elevate the brand which is bringing you these shows you are in an exposed position."

The last time ITV rebranded was in 2006 when it introduced the black and yellow colour scheme for ITV1 as part of a £3m investment.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Burberry's flagship Shanghai store facade responds to weather changes
Subway considers taking fast food to fast lane with F1 sponsorship
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel
Lego, Coca-Cola, Net-a-Porter, Bitcoin and AOL: the digitally creative brands
Dove tries to tell women their beauty is innate through placebo patches
Wonga faces social media storm after forcing Twitter to remove satirical material