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New ITV idents: Cute pug Pugwash getting a bath - watch clip

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A pug named Pugwash has proved a popular choice with viewers as a face on ITV's new selection of idents.

ITV's new short promo clips are part of the broadcaster's major rebrand across the entire business, which is symbolised by a new 'colour-shifting' logo.

Watch Pugwash's ITV ident below:



From today, ITV1 is now just ITV and the five UK channels - ITV, ITV2, ITV3, ITV4 and CITV - all have the redesigned ITV logo, as well as refreshed colour schemes and new idents between programmes, reflecting each of their identities.

The new branding reflects the broadcaster's position at the "heart of popular culture", with programmes such as Downton Abbey, The X Factor and Coronation Street.

ITV Indent Pugwash


The new logo drops the rather formal previous style for a curvier typeface and layout that is meant to look like "a form of human handwriting".

Speaking about the new ident clips, creative director of ITV Creative Phil Lind said: "Idents play an important role in navigating viewers to the next show as well as providing a clear brand positioning across the network.

"Rather than having a small range of idents we are going to have a much broader, more eclectic range. We have cast the British public to find magic moments of life.

"These idents will update throughout the year, and better reflect the mood of the day, the season or time of the year."

New ITV idents taster:

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