ITV unveils major rebrand

ITV has unveiled a full channel rebrand which is anchored with a five-colour ‘humanised handwriting’ identity that will change according to its background colour.

The new ITV identity takes on background colours
The new five colour ITV identity

ITV plc, ITV Network, and the broadcaster’s distribution businesses will all take-on the new brand, which will roll out from next year.

An in-house team is behind the new look. It has been led by group director of marketing and research Rufus Radcliffe who has worked with director of network marketing Reemah Sakaan, and creative director of ITV Phil Lind.

Only one external consultant was brought in, Matt Rudd of Rudd Studio, which specialises in moving image design.

The new ITV Identity was designed in-house
The new ITV Identity was designed in-house

When the logo appears on a coloured background ‘it will adapt and change according to the background colour… shifting tone along with the content, reflecting and blending with the mood of different shows,’ says ITV.

All ITV channels, ITV’s online presence and the ITV studios will take on the new branding, which will be extended to buildings, internal communications and services.

Within the channel portfolio ITV2, ITV3, ITV4 and CiTV will all receive new colour schemes, clearer brand propositions and updated identities.

As Design Week reported in September ITV has confirmed that its flagship channel ITV1, will be known as ITV from January.


Sub-brands including ITV Sport, ITV Player and ITV News will all receive new treatments in-line with the rebrand.

Citing a ‘new creative style in promotional junctions’ ITV says that as of January it will show a broader range of idents throughout the year with ‘season specific designs, featuring real people, capturing moments from everyday life across the UK.’

Radcliffe says the ‘flexible brand identity’ is ‘big, bold and creatively ambitious,’ and adds ‘it will be true to our DNA as a brand at the heart of popular culture.’

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