ITV has re-branded the look of its channel brands by launching new on-screen presentations and idents today (15 November).
The refresh comes ahead of the launch of the broadcaster’s new streaming service ITVX on 8 December.
The ‘broadcast first’ brand experience, which saw the production of new motion principles and digital gestures, was developed by ITV Creative and DixonBaxi.
“We are using the launch of ITVX this Autumn as a moment to give ITV’s broadcast channels a modern and fresh update too,” ITV chief marketing officer Jane Stiller said.
“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.”
According to the broadcaster, every channel takes ‘ownership’ of the location with its own ‘unique personality and different twist’.
ITV Creative executive creative director, Tony Pipes, added: “With the idents, we’ve 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.”
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