Design agency Bruce Dunlop & Associates has been appointed to work alongside lead agency Bartle Bogle Hegarty, which was appointed in December to handle the channel's £4m creative advertising account.
The exercise will raise eyebrows in the industry, however, as ITV partners Carlton Communications and Granada are at the centre of a row about the £178m their joint-venture digital broadcaster ITV Digital owes the Football League.
They will likely come under fire from the Football League for ploughing money into ITV's flagship channel ITV1, at a time when ITV Digital's failure to pay up could spell the end for a number of Nationwide Football League clubs.
BBH will work with BDA on a new on-air identity for the channel, which will be on TV screens by the autumn. The new look will include new programme promotions, end credit promotions and presentation idents.
News of the redesign follows the appointment of Jim Hytner, who joined ITV1 from Channel 5, as marketing director last year. At the end of last month, he announced a three-pronged strategy to relaunch the channel in an attempt to re-ignite interest in the channel among viewers and advertisers.
ITV has been struggling against the advertising recession and against the BBC, which has upped its mainstream programming and stolen market share from commercial broadcaster ITV1.
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