ITV has recently unveiled its new logo as part of its largest on-screen rebrand for more than a decade.
The new identity is part of ITV’s strategy to identify that it is as up-to-date and relevant as the content it plays out. The new identity will be launched in January next year and will stretch across all of its channels – including ITV2, ITV3, ITV4 and CITV – and online, as well as ITV Studios content and distribution business.
Rufus Radcliffe the group director of marketing and research has named this their ‘most ambitous’ rebrand of the TV network, as part of this it will be returning as just ITV rather than ITV1.
With its new strategy ITV has produced identities for each of its channels:
ITV – a mixture of films of “everyday life” using real people
ITV2 – “the home of infectious entertainment’”
ITV3 – “the keeper of crafted drama collections from ITV”
ITV4 – “fan club for all things men”
The brands channels will begin using its new logo from January. The multi-million pound new design has been mainly drawn up by ITV’s in-house creative team and the colours of the logo will change to co-ordinate with the scenes featured in each ident. However since revealing its new logo to the public, Twitter users and been critical of the new logo branding it a ‘design disaster’ and it has also been mentioned that the designs curvy ‘I’ and ‘t’ could be mistaken for a ‘w’.
Rufus Radcliffe has also 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.’ The rebranding of such a large television network is the perfect time for brand managers to re-evaluate their branding strategies, and rethink the way they connect with their or audience.
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