ITV’s brand new thinking

ITV has just undertaken its biggest on-screen brand overhaul in 11 years, in a multimillion pound move to position the broadcaster “at the heart of popular culture“.

The new logo drops the previous style for a curvier typeface and layout that is meant to look like “a form of human handwriting” neatly entitled ‘ITV Reem’ in variances of Light, Regular, Medium and Bold. This will be used across all branding, stationary and other needs connected to ITV PLC, as well as ITV Studios.

 ITV's new logo

The rebranding recently introduced has a chameleon-like logo that changes colour to match different programmes – something that ITV is calling ‘colour picking’. Rufus Radcliffe, group Director of Marketing and Research at ITV, said there was a need to “simplify and rationalise” the company’s branding.

… BUT what we think is even better is the fact that this was undertaken (pretty much) in-house. We often see in-house teams struggle, with tunnel vision creating a need for a fresh take from an external creative partner however ITV’s ambition is “…to turn ITV Creative into a respected, award-winning commercial agency…” – we’ll be watching this space.

Whilst we’re not quite sure that Rufus Radcliffe has simplified it – ITV have given their identity a breath of fresh air and an ingenious flexibility, however it has left us wondering what the brand guidelines are like?


By Leah Marley