New look for ITV

New ITV logos

ITV1, ITV2, ITV3 and the network's news output will get a new look on January 16.

The new "Brand 2010" identity was developed by ITV's marketing team, supported by M&C Saatchi and WPP MindShare. The on-air branding was created by Red Bee Media, previously known as BBC Broadcast. ITV4 has carried the new branding since its launch.

"The new branding is the first tangible evidence of the way in which we are now putting viewer insight at the heart of our thinking," said Clare Salmon, ITV's director of marketing and commercial strategy. "We aim to move perception of ITV from terrestrial broadcaster to content brand, making it fully fit for a multichannel, multi-platform world. We are delighted with the creative work and with the new analytical tools we have to strengthen and guide our understanding of the viewer."

Each channel's identity is designed to reflect a particular ethos.

ITV1
"ITV is capable of provoking reactions from everyone, reaching over 80% of the UK population each week. Its programming captures a range of human emotions and viewers feel connected as a result. The creative idea for the idents explores the richness of these emotions and how they can mean different things to different people. If you were to ask the ITV1 audience what made them happy, sad or embarrassed you’d get wonderfully different responses. The ITV1 logo opens out at the start of each ident to encapsulate the emotion in each scene and demonstrate that ITV1 brings you all these emotions in its programming. This logo device is also taken through into the on-screen design elements for the channel in a bold and clear design that ensures that the programming shines as hero."

ITV2
"ITV2 programming has an addictive quality to it – you just can’t help watching it! As a result, the creative idea for the branding for this channel is centred on fun, excess, and general over-the-topness – too much of everything. It’s a journey through a visually rich, vibrant and stylish ITV2 environment. The idents use a mixture of live action and animation to bring this world to life. This is also taken through into the on-screen design elements from promo ends to menus to break bumpers. Major off air campaigns for programmes such as ‘Supernatural’ reinforce these values."

ITV3
"Storytelling is at the heart of all ITV3 programming from Cracker through to Foyle’s War. The idents for this channel are very filmic and intimate in nature and aim to give you a taster of a possible story unfolding. This is achieved through visual links between an object and its environment from with the viewer can interpret their own story. The series of idents capture the various moods that might be felt when watching ITV3 from mystery through to escapism. Sound design is also very atmospheric here and indicative of each particular story being told. The on-screen design for elements such as promo ends and menus is also based on this idea of storytelling and animations look like the pages of a book turning."

ITV4 (already on-air)
"As the newest addition to the family the creative proposition for ITV4 is based around “the collision of opposites" with the aim of the channel to alter the opinion of male viewers about ITV. The idents for this channel are each based on the concept that things aren’t always as they seem and that appearances can be deceptive."