16 NOV 2022

ITV launches unified brand across its family of channels

Ahead of the launch of new streaming service ITVX, ITV’s networks have been given a fresh look too, with new branding, on-screen presentation and idents launching across all on air channels.

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Ahead of the launch of new streaming service ITVX, ITV’s networks have been given a fresh look too, with new branding, on-screen presentation and idents launching across all on air channels. ITV Creative and DixonBaxi have partnered on the work that goes live today, as well as the creation of the new brand identity for ITVX, which launches officially on December 8. The name and branding for ITV’s new streaming service was produced by DixonBaxi, with an X in place of in the more commonly used +.

“We are using the launch of ITVX this Autumn as a moment to give ITV's broadcast channels a modern and fresh update too. This is all driven by a future where both broadcast and streaming will be equally crucial parts of how viewers engage with us. Viewers will see what we do in broadcast and streaming as much more joined up and we will be able to seamlessly cross promote across the platforms enabling greater content discovery. Everything will look and feel modern and relevant, with each platform or channel having a simple twist. This approach will flow into our new idents too, which are created to reflect and connect with modern Britain,”  said Jane Stiller, Chief Marketing Officer at ITV.

Jed Carter, Design Director at DixonBaxi, added: “It’s been an amazing experience working with ITV Marketing and ITV Creative on this ambitious refresh. A single coherent design system – bursting with personality – unites ITVX and ITV’s channels. A unified approach to logos, colour, typography, voice and motion connects the family of brands to create one connected brand experience while allowing each brand to express its own unique personality.”

Motion principles and digital gestures inform the new on-screen presentation across channels, thematically linked but all individual, in keeping with the channel personalities. A bespoke suite of typefaces were created by DixonBaxi in collaboration with type studio F37 Foundry, for ITV’s channels and its new streaming service, ITVX. In addition, a bold new suite of channel audio beds were crafted by London music and sound house The Futz Butler to be used across all channels to further continue a consistent brand experience.

As part of the refresh, ITV returns to ITV1, to give more equal footing to broadcast and streaming, with ITV1 and ITVX as ITV’s key viewer destinations. A new idents system also launches today, and in a broadcasting first, will be network wide.

"With everything we have done with the on-screen presentation, we have tried to make sure it is one brand-with a twist of personality for each channel or service. With the idents, we have done the same, creating an ITV Multiverse, where depending on what channel you view it on, you see the same scenes but with a different view. This gave us the chance to reflect each channel's tone, using specially shot scenes, animation and CGI and give the viewer a new surprise depending on where they view the idents. A simple device that is full of creative potential,"  declared Tony Pipes, Creative ECD at ITV.

We are using the launch of ITVX this Autumn as a moment to give ITV's broadcast channels a modern and fresh update too.” Jane Stiller Chief Marketing Officer at ITV

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