Bruce Dunlop tunes to ITV revamp

ITV1 unveiled its revamped on-air look this week, created by Bruce Dunlop and Associates, as part of the channel’s move to reverse a decline in its viewing figures.

The refreshed look, which goes on-air from next Monday, creates a unified ITV1 brand across all regions for the first time. According to ITV marketing and commercial director Jim Hytner, the growth of satellite and cable channels was a key driver.

‘In a world of over 200 channels it’s vital that we express our personality more intently and present viewers with a single brand,’ says Hytner.

The consultancy has created a branding device for the channel, a portfolio of on-screen graphics and off-air brand and style guidelines. ITV’s in-house network promotions unit has also designed a series of channel idents featuring ITV1 celebrities.

Bruce Dunlop and Associates managing director Honor Bartlett says the group was briefed to deliver a more cohesive brand for the channel.

‘People were tuning into the programme not into ITV1. We’ve looked at the programme junctions and made it clear that this is ITV1 to encourage viewers to stay with the channel,’ she explains.

The group was appointed following a four-way pitch against Lambie-Nairn, Kemistry and FutureBrand English & Pockett.

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