ITV2 repositions with new algorithm-controlled idents

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The rebrand introduces a new turquoise colour and marks a departure from the 2012 ITV rebrand which set out guidelines suggesting that channel logos should adapt to the colours of their background.

By Tom Banks August 12, 2015 1:20 pm August 12, 2015 4:22 pm

ITV has repositioned its youth channel ITV2 to better focus on its core audience of 16-34 year olds.

ITV Creative and Man Vs Machine have developed a set of new on-screen idents controlled by an algorithm which can create hundreds of thousands of permutations.

Meanwhile the colourway has been changed to turquoise, while the form of the logo is still in line with the master ITV brand and sister channels, which were rebranded in 2012 by the broadcaster’s in-house team and Rudd Studio.

The 2012 ITV rebrand dictated that the “humanised handwriting identity” would adapt to its background colour, so the new turquoise identity marks a departure from this system.

ITV2 viewers will see the new identity appear today on television, ITV Player and through social channels, which have been widened to include the likes of Snapchat and Tumblr.

Gif-style bite-sized promotions featuring the new look will also roll out. These “break flashes” in the new colour are “inspired by the visual grammar of the online world,” according to ITV Creative executive creative director Tony Pipes who says a new signature “pop and lock” animation has been created, which references the swipe motion of mobiles and tablets.

https://www.youtube.com/watch?v=ewsdgSAO0nw

Pipes says: “We wanted a new younger look and feel plus a new promotional model, that was more digitally connected.

“To be modern we knew it had to be fun and dynamic, always updating, weaving in with our social feeds, and better reflecting the kind of channel ITV2 is. We call it ‘TV. And Then Some.'”