ITV's complete rebrand launched today.
The broadcaster's flagship channel changed its name from ITV1 to ITV, and, along with ITV2, ITV3, ITV4 and CITV, changed colour scheme to "better reflect their programme mix," ITV said.
ITV Group Director of Marketing and Research Rufus Radcliffe, who led the in-house rebrand, added:
Viewers now have access to hundreds of channels and are forming relationships with digital brands that did not exist a few years ago.
The rebranding of ITV will allow us to further cement the relationship in viewers' minds between our shows and the ITV brand that produces and broadcasts them.
We now have a consistent identity across everything that we do, all rooted in our positioning as a media brand that is at the heart of popular culture.
The main ITV logo is a colour-picking design which changes to suit its backdrop as well as the nature of its programming.
An example of the company's new idents, designed to position ITV as "a brand at the heart of popular culture," was published on Sunday evening:
National and regional ITV News programmes also adopt a new look and feel both on air and online.
Regional news programmes have consolidated their naming styles in line with a more consistent branding across ITV.
New ITV channel logos
New ITV idents
All ITV channels have greatly expanded their range of idents - short, on-screen promotional films shown between adverts and programming.
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- ITV News Border
- ITV News Meridian
- ITV News Tyne Tees
- ITV News Calendar
- ITV News Granada
- ITV News Central
- ITV News Anglia
- ITV News London
- ITV News Wales
- ITV News West Country (East)
- ITV News West Country (West)