ITV launches new look presentation, with ITV1, 2, 3, 4 and Be receiving their own version of each ident.
Ahead of the launch of ITVX and coinciding with the ITV main channel becoming ITV1, new channel branding, on-screen presentation and idents have gone live across all channels. ITV said the change of its main channel to ITV1 gives “more equal footing to broadcast and streaming, with ITV1 and ITVX as ITV’s key viewer destinations.”
The new look introduces a bespoke suite of typefaces, created by DixonBaxi in collaboration with F37 Foundary. This means new style numerals in the logos for ITV1, 2, 3 and 4 and new lettering for ‘Be’.
Additionally, a 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.
ITV Creative, in partnership with DixonBaxi, have created a series of new “multiverse” idents that span the entire network, rather than just one channel. Shot in five archetypal locations across the UK, each channel’s logo ‘swipes’ our viewpoint, leading the viewer to that channel’s own spin on the scene.
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Welcome to the ident multiverse
Back in 1991, new presentation for BBC Two was said to have radically changed the public’s view of the channel. But it was one of only four channels available to the majority of the UK. With viewing divided across channels and streaming services, could any channel refresh today have the same impact? ITV’s answer is creating a multiverse of idents that reach across broadcast channels both online and on traditional TV platforms.
The new idents are shown with different variants for each ITV channel (excluding CITV). So you’ll need to switch across ITV1, 2, 3, 4 or Be to see all the different takes on the theme – or play the YouTube video above to get an idea.
Three locations launched today: Café, Train Station and Rural. Cityscape will follow in early December, along with several Christmas Idents for ITV1. The final location, Seaside, will launch in early January.
But while ITV is the first to create a series of idents that run across multiple channels, it isn’t the first ident multiverse. BBC One’s newest series of idents, launched in April, have a similar concept: a series of locations, each with their own variants (albeit all shown on the same channel). The BBC One multiverse enables the channel to adapt to the different styles of programmes shown across the schedule.
Corporate comments about the new look ITV
ITV’s Chief Marketing Officer Jane Stiller said:
“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.
We have an exciting autumn in store for viewers, whether that’s I’m A Celebrity, The World Cup or the launch of ITVX with more new free content than anywhere else, so it feels like no better time to refresh our branding across the breadth of what we do.
We think this a brilliant opportunity, through branding, design and motion to have the most contemporary broadcast branding in the UK, while allowing us to move more seamlessly between broadcast and streaming.”
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.”