ITV2 rolls out a random rebrand

ITV2 has launched a rebrand that generates images randomly, so you never see the same thing twice.

To kick off a new season of shows, ITV2 has teamed up with ManvsMachine to create a rebrand that reflects their fun, dynamic approach to TV. "We call it 'TV. And Then Some'," says ITV's Executive Creative Director, Tony Pipes.

Taking a similarly internet-lead approach as MTV's recent rebrand, ITV2's idents are now a visual explosion of dressed up sausage dogs, wobbling jellies and smashed clocks, all flashing across your screen in gif style bursts.

To hook the attention of the channel's 16-34 demographic, the idents will play in a randomly generated sequence. With thousands of different idents created by an algorithm, no two will look exactly the same.

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Dom Carter is staff writer at Creative Bloq. Coming from an SEO and web copywriting background, Dom first came to Future for a week of work experience at SFX magazine. Away from the office, Dom likes to write scripts and short stories, and watch an unhealthy amount of Doctor Who.