U.K. Network ITV1 to Become Simply ITV in Rebranding

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The home of hit show "Downton Abbey" and parent company ITV will get new logos to showcase the "DNA as a brand at the heart of popular culture."


LONDON - U.K. TV network giant ITV on Friday revealed details of its first major, mostly visual, rebranding in 10 years.

In one key change, flagship network ITV1, home to such hit shows as Downton Abbey, will become simply ITV next year. The company said the goal of this change is "to strengthen affinity between the overall [corporate] brand and the...flagship channel."

The firm's other channels - ITV2, ITV3, ITV4 and CiTV - will get new color schemes and brand identities.

The changes to the company's logos and other visuals, set to kick in as of January, are designed to unify the brand identities of corporate parent ITV plc, the ITV channels and the ITV Studios content production and distribution business. They are also designed to showcase - to people in the U.K. and the world - that ITV has increasingly been betting on popular and cutting-edge content.

ITV management, led by CEO Adam Crozier, a couple of years ago developed a business transformation plan, which includes a diversification of revenue beyond TV advertising revenue. One key part has been an expansion of ITV Studios, which helped the company beat third-quarter financial expectations earlier this week.

The new branding is designed to visualize that the TV company has been changing its approach.

"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," said Rufus Radcliffe, ITV's group director of marketing and research. "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."

ITV described its new logo as "a warm, bold design based on a formalized version of human handwriting, comprising of five colors." When the logo appears on a color background, such as marketing materials for ITV shows, it will change depending to the background color. "This color picking technique means that the logo can be dynamic, shifting tone along with the content, reflecting and blending with the mood of different shows," the company said.

Email: Georg.Szalai@thr.com


Twitter: @georgszalai