ITV

NETWORK REBRAND & LAUNCH

ITV’s game-changing rebrand was the most ambitious of any UK commercial broadcaster. It came at a time when a decline in quality dramas, the phone-voting scandals and ‘shiny-floor’ entertainment shows had tarnished ITV’s appeal.

The organisation set a bold new commissioning strategy and brand proposition, to be ‘the heart of popular culture,’ which required a dramatic new identity to reflect the change.

‘COLOUR-PICKING’ LOGO ON LAUNCH IDENTS

The ‘colour-picking’ logo reacted to content and integrated with programming. It spawned a range of ‘everyday life’ seasonal idents, making every promo and poster completely unique.

This was complemented by ‘channel flow’ — my concept for seamless on-screen presentation graphics across the portfolio, making the brand fluid and consistent at every touchpoint.

Built in-house at ITV Creative with Rudd Studio and Envy, the new identity significantly changed perceptions and brought audiences back to ITV.

Within a year, ITV1’s share of viewing increased, on-demand viewing was up 13%, and ad revenue rose by 11% in the third quarter. Best of all, YouGov’s brand tracker ranked ITV as the number-one commercial broadcaster for brand health and brand love.

AWARDS

Design Week • Brand of the Year

Cannes Bronze Lion • Best Logo and Visual Design

The Drum Marketing Awards • Rebrand Strategy of the Year

Silver IPA • Effectiveness Award

Promax Gold • Best Channel Identity

Gold MediaWeek • Media Brand of the Year

Transform Awards • Grand Prix Winner

LAUNCH VIDEO EXPLAINER

MY ROLE: CREATIVE DIRECTOR, DESIGNER, LEAD ANIMATOR

BEFORE

The previous design was a 3D-rendered ‘badge’ that sat atop content, lacking a connection to the content it was paired with.

The channel brands were inconsistently designed, with CITV and ITV2 lacking clarity at smaller sizes.

AFTER

Hand-crafted, cursive forms made the logo more human while overlapped sections introduced a wealth of colour — along with a unique ‘colour-picking’ system unlike any brand before it.