Back in November, we gave you a sneak peek (opens in new tab) at new logo design (opens in new tab) for ITV, the UK's second biggest broadcaster - but the comments (opens in new tab) designers left on our report were less than complementary... Today ITV has launched its rebrand across all five broadcast channels and online, so we can see how the logo performs in practice. Here's one of a series of promos showing it in action:
The new design and adjoining idents is intended to create a new unifying brand identity for ITV plc, ITV Network, and ITV’s content and distribution businesses, domestic and international.
The brand development work was led by group director of marketing and research Rufus Radcliffe, director of network marketing, Reemah Sakaan, and creative director of ITV Creative, Phil Lind.
The series of idents feature a marching band, surfers, night cyclists, bus journeys, ballet dancers and more. You can see more of them in this video:
The idents showcase the logo's colour adaptability in conjunction with the background, which has gained praise from the design industry. However, many feel that the logo fails on its own and only works as an ident due to the 'overstretched font'.
Like this? Read these!
- The top 10 TV idents (opens in new tab) of 2012
- The ULTIMATE GUIDE to logo design (opens in new tab): 25 expert tips
- The 10 biggest logo redesigns of 2012
What do you think of ITV's new idents? We'd love to hear your thoughts in the comments box below!