ITV has announced its biggest rebrand since 2001, which will see all of its channels given wholly brand identities and colour schemes. Lead channel ITV1 will be renamed ITV, its previous name until ITV1 debuted 11 years ago.
Set to launch in January 2013, the move will see a new “unifying brand identity” for ITV plc, ITV Studios and ITV Network, including its online presence.
The rebrand is led by Reemah Sakah, Director of Marketing, Phil Lind, Creative Director of ITV Creative, and Rufus Radcliffe, ITV’s Group Director of Marketing and Research, who said: “In an ever more crowded market place, both domestically and internationally, the need for a modern, flexible brand identity that connects with our viewers and customers has never been more important. We are really excited to soon be unveiling a new identity that is as up-to-date, and relevant as our content.”
With the rebrand comes a brand new logo that ITV describes as “big, bold and creatively ambitious” and “based on a formalised version of human handwriting, comprising of five colours, in its static state.”
Early public opinion has shown the logo to be divisive, likely due to how much of a drastic change it is from its predecessor, but viewers will have to get used to it as ITV plan to use variations of it for all their channels. Each will receive their own colour scheme suiting the mood of the channel as part of the update.
To support the rebrand ITV will be taking a new approach with Idents, the short branded pieces that that appear between programmes in which announcers introduce schedule info. The channel hopes to have a wider range of idents throughout the year, which will reflect the current season and feature real people in moments from everyday life in the UK.
Are you a fan of the new logo? Do you think it’s off-putting? Let us know in the comments below.