TV branding and screen design consultancy FutureBrand English & Pockett has been appointed to create the brand and on-screen identities for ITV Sport Channel, which launches on 11 August.
ITV Sport Channel is one of a number of brand initiatives outlined by the broadcaster, which also include the creation of ITV Digital to replace ONdigital, ITV.com and an umbrella brand, ITV Channels.
“We have appointed FutureBrand English & Pockett to brand ITV Sport Channel and included in the brief is the creation of the on-screen identity,” says Dean Stockton, director of TV for ONdigital.
The channel is likely to be the first manifestation of proposals announced at the beginning of the month to create an integrated free-to-air, pay television and on-line media business.
Combining ITV and ONdigital’s sports rights, the premium cost channel will show a mix of sports broadcasting, which will include 330 football matches, just under half of which will be live, and ATP Tennis.
Coverage will include Nationwide League football, the UEFA Champions League and the Worthington Cup.
The details of the consultancy’s appointment are not known.