ITV has revealed the first details of its major rebrand – which will see a new unifying brand identity for ITV plc, ITV Network, and ITV’s content and distribution businesses from January 2013.
The new logo design is based on a formalised version of human handwriting, comprising of five colours.
When the logo appears on coloured background, such as marketing images – it will adapt and change according to the background colour scheme of the image.
All ITV channels will have a new on-air look, with ITV2, ITV3, ITV4, and CiTV receiving new colour schemes, clearer brand propositions, and accompanying updated brand identities.
ITV1 will be renamed ITV.. and ITV News, ITV Sport and the ITV Player and online will also be rebranded.
The brand development 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.
Rufus Radcliffe said: “In an ever more crowed market place, both domestically and internationally, the need for a modern, flexible brand identity that connects with our viewers and customers has never been more important. We are really excited to soon be unveiling a new identity that is as up-to-date, and relevant as our content. Big, bold and creatively ambitious, it will be true to our DNA as a brand at the heart of popular culture.”
The on-air changes will be visible from January 2013.