ITV has launched a unified brand across its family of channels.
Ahead of next month’s launch of streaming service ITVX, ITV Creative and DixonBaxi have produced new channel branding, on-screen presentation and idents launching across all ITV’s broadcast channels.
It was DixonBaxi who came up with the ITVX name, deliberately rotating the ‘+’ used in a number of rival brands to become an ‘X’.
“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,” ITV’s Chief Marketing Officer, Jane Stiller, said. “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.”
Motion principles and digital gestures inform the new on-screen presentation across channels, thematically linked but all individual, in keeping with the channel personalities.
Jed Carter, Design Director, DixonBaxi said: “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.”
The refresh also sees a return of the ITV1 brand for the flagship channel that had previously reverted to ITV. The broadcaster sees ITV1 and ITVX as its two key properties.
