The new identity is part of a drive to re-ignite interest in the channel from viewers and advertisers, as it faces increasing competition from a more commercial BBC and Channel 5 and digital channels continue to eat into its audience share.
The image change is designed to create a more modern identity, which "fosters the principles of warmth and wit in its communication with viewers" according to ITV.
Although the new ITV1 ident will be the same across all regions, the redesign will allow for localised branding around news and regional programmes.
As well as on-screen graphics, the new look will include a break bumper, break flash, promotional packaging and a new end-credit promotion format.
It is the first initiative by ITV's marketing and commercial director Jim Hytner, who joined the channel a year ago from Channel 5 where he had been marketing director.
According to Hytner: "This is the most extensive re-brand ever undertaken by ITV and creates a new feel for the channel. In a world of over 200 channels, it is vital that we express our personality more intently than ever and present viewers with a single ITV1 brand."
The new look, first signalled in March, comes as terrestrial TV brands seek to build strong identities to help them stand out against multichannel broadcasters.
Channel 5 has recently relaunched as Five, while earlier this year the BBC ditched its globe in favour of colourful new red idents showing capoeira dancers and basketball players.
The new look was designed by Bruce Dunlop & Associates and ITV's in-house Network Promotions Unit. It is being backed by a series of idents featuring ITV's stars such as Davina McCall, Ant & Dec, Frank Skinner, Trevor McDonald and Des Lynam.
ITV's main shareholders Carlton and Granada have been concentrating on reviving ITV's fortunes since their joint venture digital terrestrial service ITV Digital collapsed in May, costing them £1.25bn.
Since then, ITV has announced a £100m boost to its programming budget to £836m and last week Carlton and Granada agreed the terms of their £2.6bn merger. This will go ahead subject to approval by competition authorities, when the government removes legislation preventing the creation of a single ITV next year.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
_1.jpg)
.jpg)
