ITV rebrand goes live

A new ‘modern, unifying’ brand identity has been applied to all five ITV channels in the UK, six ITV Studios production offices around the world, the ITV Studios Global Entertainment distribution arm, and ITV’s online and on-demand products, including ITV Player.

ITV’s rebrand has been produced in-house by ITV Creative, who have worked with external specialists to achieve the redesigns. ITV Creative developed the new adaptable ITV logo, in collaboration with design specialist Matt Rudd and type specialists Fontsmith.

From today (14 January), ITV1 is now simply ITV, while the five UK channels (ITV, ITV2, ITV3, ITV4 and CITV) all have new logos and new colour schemes intended to better reflect their programme mix. All of ITV’s five channels also have new idents.

The rebrand is part of 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.

Rufus Radcliffe comments: “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. Today we are unveiling a new brand identity across the whole of ITV, including ITV plc, our network of channels,, ITV Studios Global Entertainment (ITVS GE) and ITV Studios, both in the UK and around the world. 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.”

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