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:
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.
Shows formerly known as London Tonight and Meridian Tonight will become ITV News London and ITV News Meridian respectively.
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.
Click the links below for the latest news from your region:
Visit the ITV Press Centre for more information on the rebrand.