The new branding, created by Bruce Dunlop & Associates, is the third change in identity for ITV2 in two years. The two previous identities were created by English & Pockett.
The central logo uses a four-block motif, like ITV1, but using three yellow blocks and one blue block, reversing the colour of the ITV1 logo, which has three blue blocks and one yellow.
There are five sub-brands to the 'flip:side' identity, which define and communicate a type of programming and its relationship to ITV1.
Repeats from ITV1 will be categorised as 're:play,' while 'x:clusive' indicates that a show is an original ITV2 commission.
'X:tra' is a brand extension of an ITV1 show, 'un:cut' gives viewers previously unseen footage of an ITV1 show, and 'v:i:p' allows ITV2 viewers access to behind-the-scenes events. The idents, are to be launched on July 14.
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