ITV has today unveiled its brand new logo, part of “a new unifying brand identity for ITV”.
The curvaceous and colourful new look is intended to be less formal than the existing branding and will roll out in January across all ITV channels, the ITV Network and ITV Studios – the broadcasters production arm.
Specific channels and programmes will be given their own sub-identities with ITV News given a royal blue logo and ITV Sport will be given a green tint.
“We have a lot of challenges at a brand level,” Radcliffe added. “Viewers love our shows, but this is about cementing the relationship between shows they love and the ITV identity. The current one doesn’t work hard enough for us.”
The new logo forms the basis of all ITV’s branding domestically and internationally, and is “a warm, bold design based on a formalised version of human handwriting, comprising of five colours, in its static state”.
When the logo appears on coloured background, such as marketing images for ITV programmes – it will adapt and change according to the background colour scheme of the image. This colour picking technique means that the logo can be dynamic, shifting tone along with the content, reflecting and blending with the mood of different shows.
ITV Group Director of Marketing and Research, Rufus Radcliffe said:
“In an ever more crowed 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. Big, bold and creatively ambitious, it will be true to our DNA as a brand at the heart of popular culture.”
Initially I hated it, like the majority of people on social media. It seems very child-like and amateurish. Why does it look like wv? BUT it’s starting to grow on me. Particularly with its ‘glass like’ quality, refracting light, it’ll blend with various products and programming excellently. Round, modern and flexible.
What do you think – yay or nay?