We needed an identity that could reflect what’s special about our product, capture ITV’s humanness and warmth and make the brand feel alive. We needed a logo that could wrap itself around a broad range of content rather than feel like a corporate badge.

Our creative platform was born from the fact that at ITV, we don’t just make TV programmes, we capture life in all its glory and put it centre stage for everyone to enjoy. The new identity needed to bridge all these areas.

From this creative platform we developed a logo that captured our humanness and warmth through a modern version of handwriting.

The logo came alive through a colour-picking device that enabled it to react and wrap ITV around all of its content.

Our idents capture the extraordinary in every day British life, that’s why they’re all real people doing all sorts of things that make Britain what it is. We created a ‘flowing’ TV viewing experience that unified all parts of our business into one seamless branded experience. This OSP architecture became the universal system across our portfolio of channels.

By Week 5 of the rebrand, 52% like or love the new logo. Prompted Awareness of the new logo is now on par with the weekly reach of ITV. Reactions are really positive; it is seen as modern and eye catching. Just over half of those who were aware of a change to ITV, either loved or liked it. When compared with other broadcasters' logos, ITV's was seen as modern, colourful, bright and attractive while BBC , Channel 4 and FIVE were stronger for being boring, old fashioned and dull.