When it launches later this year The ITV Hub will supersede ITV Player and ITV.com on PC, mobile and internet-connected TV.
The move follows Channel 4 bringing together all of its online services under the All 4 brand earlier this year.
The central service of the platform will be the streaming of live channels, which ITV said would offer a more "TV-like experience" across all devices. ITV claims the streaming of live channels accounts for 30 per cent of its online usage.
Paul Kanareck, the director of online at ITV, said: "With over 11 million registered users and 726 million long form requests last year alone, our VOD service has come of age, with live TV right at the core of our proposition.
"Our product and content offering has improved dramatically and we look forward to sharing further detail of our ambitious developments at The ITV Gala in November."
ITV’s in-house creative department created The ITV Hub. The creative director was Jon Yeo, a freelance creative working at ITV Creative.
The ITV Hub logo features the ITV logo in a circle surrounded by smaller circles. As the above film demonstrates, the smaller circles are actually the dot from the letter I from the logos for ITV’s different channels.
Rufus Radcliffe, the group marketing director at ITV, said: "We have created an exciting new brand identity for The ITV Hub which will present all of ITV's family of channels and services front and centre with a distinct, digital look and feel building off the success of ITV's rebrand."
The ITV Hub will also offer on-demand episodes of Family Guy and American Dad, which ITV signed a deal to bring to ITV2 in March, the first time the shows have been offered on-demand without a subscription.
The ITV Hub will be available on additional platforms including Amazon Fire TV and Fire TV Stick and Freeview Play.
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