New on-air brand identity for ITV Sport

Broadcaster ITV has released initial details of a business-wide rebrand that will result in a new unifying brand identity for ITV plc, ITV Network, and ITV’s content and distribution businesses from January 2013.

The initiative 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.

An integral part of the new approach will be a fresh unifying brand identity for ITV that will stretch across the branding for ITV plc, as well as ITV channels and online, and all ITV Studios content and distribution businesses. The rebrand will also encompass ITV’s buildings, internal branding and services.

Rufus Radcliffe comments: “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 new logo is described as a warm, bold design based on a formalised version of human handwriting, comprised of five colours in its static state. When the logo appears on coloured background, such as marketing images for ITV programmes. it will adapt and change according to the background colour scheme of the image.

Constituent sub brands within the ITV main channel, including ITV News and ITV Sport, will receive new on-air brand identities and colour schemes.