ITV hopes the rebranding will help differentiate the digital station from its terrestrial counterpart, flagship station ITV1.
Within the redesign there are five sub-brands: "re:play", to indicate it is a repeat of a show that has screened on ITV1; "x:tra", for brand extensions of ITV1 shows; "un:cut", offering unseen footage; "x:clusive", for original commissions or exclusive acquisitions; and "v:ip", for behind-the-scenes footage of ITV events.
The new look was designed by Bruce Dunlop & Associates, and builds on the distinctive blue and yellow branding that the agency developed for ITV1.
Jim Hytner, marketing and commercial director of ITV, said: "ITV2 has really come of age over the past 18 months and we wanted to consolidate this growth by creating a more coherent proposition. The channel has a broad remit, but essentially it is a more youthful, modern alternative to ITV1."
The new look goes live on July 14.
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