This morning saw the launch of a rebrand for Britain's most watched commercial broadcaster, ITV. The new logo, unveiled back in November, was implemented simultaneously across all assets, including the main ITV network (previously known as ITV1), the four additional channels, the regional news stations and the production and distribution business ITV Studios.
The rebrand was directed by the in-house bureau ITV Creative. The logo was developed by ITV with designer Matt Rudd and type foundry Fontsmith. The latter also developed a new typeface family, called ITV Reem.
The ITV network now has a broad set of idents with snippets of footage that "captures moments from everyday life across the UK, featuring real people and real scenes". The logo blends with the background by picking the colours behind it.
This article has been updated after publication.
A video from ITV that explains the changes:
The idents that have been released so far can be seen below. More on the other ITV channels comes later today.
"Idents play an important role in navigating viewers to the next show as well as providing a clear brand positioning across the network. Rather than having a small range of idents we are going to have a much broader, more eclectic range. We have cast the British public to find magic moments of life. These idents will update throughout the year, and better reflect the mood of the day, the season or time of the year." - Phil Lind, creative director at ITV Creative in a press release
ITV's news programmes have also received a makeover. Design agency Lambie-Nairn created most of the new identity for ITV News, including logos, graphics and title sequences. The set was created in collaboration with Simon Jago of BDA Creative. The entire design is using mostly blue colour tones. The title sequence is using a square motif that can be filled with news-related imagery.
"The core idea at the heart of ITV News is the commitment “to bringing the audience the full story”. We were keen to convey this idea of combining different perspectives in order to get a better picture, and created a title sequence built on a grid system allowing us to communicate single themes or stories from a number of viewpoints. When viewed together the result is the ability to appreciate the ‘full story’.
A simple ‘news’ typeface and logo sit side by side with the new, colour-shifting ITV identity. The predominantly blue colour palette reflects the gravity of its content but also fits comfortably with the rest of the channel and the new network rebrand.
Designed to reflect the values and approach of ITV’s overall re-positioning, the new design system has an authoritative and consistent look and feel with application across the ITV News network. The national title sequences use imagery that portrays relevant and key themes such as healthcare, education or the economy, whilst the regional titles reference the local issues and contexts of the audience.
Although the title music has been refreshed, we retained the famous Big Ben bongs in a nod to ITV News’ heritage!" - Lambie-Nairn case study