Although the new ITV1 ident will be the same across all regions, the redesign will allow for localised branding around news and regional programmes, and local celebrities will feature in local idents.
The £750,000 rebranding will, however, not only appear on the stations owned by Carlton and Granada. The independently owned stations Scottish, Grampian and Ulster have all refused to show the ITV1 tag.
The biggest change will be the disappearance of the LWT name after 34 years. The familiar red, white and blue branding of LWT has been home of some of ITV's biggest hit programmes over the years including Blind Date and Popstars. The rebranding will also see the Yorkshire Television name disappear.
The nationwide rebranding of ITV1 will rely on some of the network's biggest personalities, including Cilla Black and Sir Trevor McDonald and Ant & Dec, to "connect" viewers to the ailing channel.
It has created a series of 100 idents featuring 70 stars as it dumps regional identities in favour of a unified brand.
One shows Who Wants to be a Millionaire? host Chris Tarrant playing with a feather boa; another shows Popstars: The Rivals host Davina McCall twirling a hula-hoop.
Jim Hytner, marketing and commercial director for ITV, said: "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."
It is the first major project undertaken by Hytner since he joined the network from Five last year. Although he admitted that it was "marketing bollocks", he said that the idents, which are shot in an informal style, will help viewers connect with the channel.
The network follows in the footsteps of Five, which recently marked its fifth anniversary by changing its name from Channel 5 and adopting a new look. The BBC also caused an uproar about the use of licence fee money when flagship channel BBC1 launched a new series of idents and advertising earlier this year.
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