ITV has unveiled a fresh corporate brand, highlighting its position as “being a leader” in UK ad-funded streaming, updating its logo with a colourful “refresh”.
ITV said the new brand identity, which will be implemented in phases across the whole business from today, reinforces its three strategic pillars of “expanding ITV Studios, supercharging streaming and optimising broadcast”.
ITV Creative teamed up with DixonBaxi to create the updated logo colours and typographic style, which aim to inject a “more positive, human, bold and charismatic personality to the ITV Group brand”.
In addition, an animation released by the network shows how the colours of the ITVX logo now meet in a fluid swoop with the dynamic colours of the ITV1 and ITV Studios brands.
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Chief marketing officer Jane Stiller said: “Brilliant content and creativity sit at the heart of everything ITV does, and the refreshed Group Brand acts as a more vibrant and contemporary embodiment of this.”
In recent years, streaming has become an increasingly competitive battleground, with the likes of Netflix, Disney and linear broadcasters looking to grab market share. At the end of last year the broadcaster announced that it would have to cut back on new productions amid an ad sector slump.
ITV’s streaming service ITVX officially hit two billion streams last August following its rebrand from ITVHub in December 2022, while this year, ITV celebrated ITVX’s biggest-ever month in January with 328m streams, with the service reaching 3.6bn streams since launch.
ITVX is available in a free, ad-funded version and a premium version without ads, which includes ITV’s BritBox service.
