ITV's major brand overhaul - first revealed back in November - goes live today across the whole of ITV, including all five of its UK channels (ITV, ITV2, ITV3, ITV4 and CITV), ITV.com, ITV Studios Global Entertainment (ITVS GE), and ITV Studios, both UK-based and around the world.
From this morning, ITV1 will now be known as ITV, and each of the five UK channels will launch new logos and colour schemes to better reflect their selection of programmes. The channels will also receive new idents - the branded segments between programmes over which announcers relay information regarding the schedule:
The rebranding will also stretch to ITV's online and on demand products including ITV Player. The initiative - linked to ITV's Transformation Plan - was produced in-house by ITV Creative who have worked with internal specialists to develop the new designs.
ITV first launched back in 1955 as Britain's first commercial broadcaster, but it wasn't until 2001 that the decision was made to change the name of the flagship channel to ITV1, three years after the launch of ITV2 - the first digital channel.
Rufus Radcliffe, Group Director of Marketing and Research at ITV, said: "Viewers now have access to hundreds of channels and are forming relationships with digital brands that did not exist a few years ago. The rebranding of ITV will allow us to further cement the relationship in viewers' minds between our shows and the ITV brand that produces and broadcasts them.
"Today we are unveiling a new brand identity across the whole of ITV. We now have a consistent identity across everything that we do, all rooted in our positioning as a media brand that is at the heart of popular culture."