ITV loses the 1 as part of major brand overhaul

Commercial broadcaster also reveals a new logo and plans for on-air changes for its digital channels ITV2, ITV3, ITV4 and CiTV in January 2013


ITV1 is to be rebranded as just ITV again from January 2013 as part of a major overhaul at the commercial broadcaster – aimed at positioning itself “at the heart of popular culture”.


At the forefront of the changes at ITV is a new logo, which is “a warm, bold design based on a formalised version of human handwriting, comprising of five colours, in its static state.”

The broadcaster also promises a new “on-air look” for its “big, bold and creatively ambitious” digital channels ITV2, ITV3, ITV4 and CiTV.  They will also receive new colour schemes and updated brand identities in the New Year. 

The new logos will have a variety of different colours that reflect the mood of the programme that is being aired.  ITV2 will have a red logo as “the home of infectious entertainment”, ITV3 will be blue as home of “crafted drama collections” and ITV4 will become “a haven of sport and cult classics”.

This new “unifying brand identity” will include ITV plc, ITV Network and ITV’s content and distribution businesses both in the UK and across the world.    

In addition to a new logo, ITV is promising to pioneer new approaches to idents in the coming year – offering “a revolving collection of season specific designs, featuring real people, capturing moments from everyday life across the UK.”

ITV launched in 1955 as Britain’s first commercial broadcaster.  In 2001, the broadcaster changed the name of its flagship channel to ITV1, three years after launching its first digital channel, ITV2.  


Group Director of Marketing and Research Rufus Radcliffe said: “In an ever more crowded market place, both domestically and internationally, the need for a modern, flexible brand identity that connects with our viewers and customers has never been more important. We are really excited to soon be unveiling a new identity that is as up-to-date, and relevant as our content. Big, bold and creatively ambitious, it will be true to our DNA as a brand at the heart of popular culture.”