ITV2 rolls out a random rebrand

To kick off a new season of shows, ITV2 has teamed up with ManvsMachine (opens in new tab) 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 (opens in new tab), 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 a freelance writer who specialises in art and design. Formerly a staff writer for Creative Bloq, his work has also appeared on Creative Boom and in the pages of ImagineFX, Computer Arts, 3D World, and .net. He has been a D&AD New Blood judge, and has a particular interest in picture books.