The idents will show previews of new shows coming up on the channel, as well as focusing the viewers' attention on ITV2 and the soon-to-be-launched ITV3.
The celebrity idents, which have been shown on the channel for almost two years and feature the likes of Ant and Dec, Simon Cowell and Cat Deeley, will be dropped from October 31.
The rebrand is being handled by promotions and design agency Bruce Dunlop & Associates.
ITV also plans to show viewers snippets of what it has to offer on the next show to keep the audience interested and stop them switching over to a rival channel.
Bruce Dunlop, managing director of BDA, said: "There's a very realistic attitude on ITV1 within ITV. They realise there's a lot of people that, for example, switch over to 'EastEnders' once 'Coronation Street' has finished.
"But if you can keep half a million viewers and get them interested in what's on ITV or what's coming up on the digital channels then it can have a significant effect on ratings."
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