English & Pockett’s new identity for ITV was unveiled yesterday. The rebranding is intended to help ITV better compete against the onslaught of new channels.
This is the logo’s first redesign since the consultancy revamped it in 1989. Initially the new branding will appear in tandem with the existing ITV regional identities. From next year the ITV logo and each regional logo will move to dual branding.
The animated heart symbol which accompanies the logo is intended to reflect ITV’s new theme: TV From The Heart.
For the first time the channel’s logotype is lower case. “This signals the move away from a stiff, corporate image to a more consumer-friendly brand which sums up more accurately the personality of the channel,” says an E&P spokeswoman. The ident goes on air on Monday.