ITV's rebrand goes live today – across all five ITV channels in the UK, six ITV Studios production offices, and ITV Studios' distribution and licensing division – ITV Studios Global Entertainment (ITVS GE).
The new logo and brand identity is a part of ITV’s ‘Transformation Plan’, which has been devised to help the network ‘cement the relationship in viewers’ minds’ between its shows and the ITV brand.
‘ITV1’ becomes simply ITV and its five UK channels are all included in the rebrand.
Group marketing and research director Rufus Radcliffe said: “Viewers now have access to hundreds of channels and are forming relationships with digital brands that did not exist a few years ago.
“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.”
One particularly cool aspect of the rebrand is the logo's new adaptive ‘colour picking’ feature, which lets it blend into the tone and colour of on-screen presentation. See below for a couple examples of that, featuring Strictly and Ant and Dec.
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