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ITV

In 2011, ITV’s ratings were on a downhill slide. Research told us that viewers simply weren’t connecting to the brand. So, in a bid to re-position itself as ‘the media brand at the heart of popular culture’, a complete revamp of ITV’s channel portfolio was planned.

Working with Rudd Studios and ITV’s internal creative team, the ambitious rebrand was launched on a single day, rolling out simultaneously across all platforms. A first in UK television history.

 
 
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Online Launch Video

 
 
Brand Guidelines

Brand Guidelines

 
 
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The on-air idents for ITV’s flagship channel were designed to be ever-changing, and to reflect the seasons and daily habits of the nation. The main channel logo was brought to life with a unique ‘colour-picking’ function which helped generate bespoke logos for every single ident and promo end board. The ITV rebrand helped drive the commercial success of the organisation and is widely regarded as one of the most successful channel portfolio rebrands in recent history.

 
 
 

Idents

 
 
 
Unique ‘Colour Picking’ Logos

Unique ‘Colour Picking’ Logos

 
 
Digital Platform

Digital Platform

 
 
 
Merchandise

Merchandise

 
 
 
Set Design

Set Design

 
Branded Vehicles

Branded Vehicles

 
 
Outdoor

Outdoor

 

Client

ITV

 

Awards

Design Week
Brand of the Year

Bronze Cannes Lion
Best Logo and Visual Design

The Drum Marketing Awards
Rebrand/Re-launch Strategy of the Year

Silver IPA
Effectiveness Award

 

Gold Promax
Best Channel Identity

Gold MediaWeek
Media Brand of the Year

Transform Awards
Grand Prix

 

Credits

Built in-house at ITV Creative in collaboration with Rudd Studios

Executive Creative Director: Phil Lind