ITV launches rebrand on air and online

The new ITV logo launches today. Photo: ITV

ITV's complete rebrand launched today.

New logos were unveiled overnight across ITV online outlets, including ITV Player, while all five ITV channels in the UK got their new look from 6.00am.

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:

ITV News

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.

Shows formerly known as London Tonight and Meridian Tonight will become ITV News London and ITV News Meridian respectively.

The new-look ITV News studio adopts a predominantly blue colour palette.

New ITV channel logos

The new ITV logo, seen here advertising Downton Abbey, will change colour to suit its programming.
ITV2 now has a new red logo to reflecting its "heightened reality world of fun and entertainment."
ITV3 is the home of ITV’s crafted drama collections.
ITV4 is ITV’s home of sport and cult programming.
CITV is a ITV's channel for children's programming.
ITV News has a simplified teal design.

Flagship programming

Ant and Dec.
Coronation Street.
Dancing On Ice.
Downton Abbey.
Jonathan Ross.
Mr Selfridge.
Scott and Bailey.

New ITV idents

All ITV channels have greatly expanded their range of idents - short, on-screen promotional films shown between adverts and programming.

Click the links below for the latest news from your region:

Visit the ITV Press Centre for more information on the rebrand.