ITV3 branding revealed

ITV3's on-screen branding has been revealed today ahead of the channel's official launch on November 1st.

IDs, promo packaging and junction elements will all take on a 3D theme to reflect "the quality and diversity of the programming on offer."

In order to reflect that as effectively as possible, the channel will use airtime for promo purposes instead of branding. For example, break bumpers will remind viewers to catch Inspector Morse on Monday nights.

A rather mysterious effect is also being applied to the channel IDs. A release explained: "To apply the third dimension to the shows themselves, the channel IDs show three views of a particular scene frozen in time, with a light cube of the logo as a motivator to move between viewpoints. The viewer follows the cube on its journey through the scene, until it resolves into the logo."

ITV1 and ITV2 will also get a "refreshed" on-air look on November 1st; at the same time cross-promotion will be standardised across the three channels.