FutureBrand E&P rebrands ITV

FutureBrand English & Pockett is rebranding ITV as ITV1 and ONdigital to ITV Digital, as the network presses ahead with its strategy of grouping its full range of services under one consistent identity.

A revamped ITV1 service will be unveiled by the autumn, while ITV Digital is scheduled to go live on 11 July, before the launch of ITV Sport Channel on 11 August. The consultancy has already been

appointed to create the brand and on-screen identities for the network’s premium cost sports channel (DW 31 May).

“FutureBrand English & Pockett has been appointed to brand ITV1 and ITV Digital and all work will be unveiled by autumn,” confirms a spokesman.

The group confirms its appointment. It remains unclear whether work includes on-screen identities.

ITV has decided to rebrand its terrestrial channel, the first time since its launch in 1955, to distinguish it from ITV2, the digital entertainment channel that has been on air for two years.

ITV announced proposals in May to operate three businesses, under the following categories: ITV Channels, ITV Digital and ITV.com, creating a free-to-air, pay television and on-line media platform. ITV Channels will encompass both terrestrial and digital channels.