© ITV
So ITV have announced their rebrand, unveiling some pictures and various screen shots of how it will appear when shown in various idents, during the ad breaks.
The new logo is based on a formalised style of human handwriting, featuring 5 colours in it's static state, all able to change and adapt dependant on the application - in this case, the programme being aired.
Rufus Radcliffe, Group Director of Marketing and Research, said,
"In an ever more crowed market place, both domestically and internationally, the need for a modern, flexible brand identity that connects with our viewers and customers has never been more important. We are really excited to soon be unveiling a new identity that is as up-to-date, and relevant as our content. Big, bold and creatively ambitious, it will be true to our DNA as a brand at the heart of popular culture."
But, it seems there are mixed opinions on the matter, for example:
“@utterben: The new ITV logo, deconstructed. http://t.co/1BfH48Nh”
Rather harsh in my opinion, but everyone is entitled to think what they want, after all that's what makes branding such a great challenge in the first place. Plus, if the change doesn't make people talk, then the team havent done their job properly.
Moving on...
Throughout ITV's press release about the latest transformation, key words like 'bold' along with phrases like 'up-to-date', 'relavent' and 'creative ambition' are used to describe the messages they hope to deliver with their new identity, complimenting their content. The overhaul will span from the on-screen visuals to all the physical building branding and internal communication methods. Truly immersive and I'm sure a dramatic change that will encourage the staff to really align themselves with the 'DNA' of ITV - a nice term used in reference to their corporate identity and what they stand for, it promotes them as rather unique.
While the 5 colours featured in the 'static logo' change slightly depending on whether the background colour is black or white, Rufus Radcliffe and his team have introduced a dynamic element when the logo is featured within any idents, adapting it's colours to reflect the images on screen. This is a great feature and one that sees the brand's ability to evolve to suit it's surrounds.
I have to say I like the whole look and feel of the new identity. ITV has always shown content focused on entertainment, compared to the rather 'informative' theme of the BBC and the documentary led Channel 4. Their new design seems fresh and very forward thinking, while retaining a simplicity which should see it through a fairly long term.
The dynamic element is something I'm particularly fond of, reminding me of Sky's 'clear'/'glass' logo, allowing the images behind to keep you interested, and producing a more subtle, premium and quality feel to the brand.
The ITV family will follow suit after this initial announcement, led by a strong message of hierarchy as 'ITV1' will now officially be renamed simply 'ITV'. I am excited to see how the brand evolves in it's entirety, assuming they don't just add numbers to their existing channels, developing each channel to convey the theme of it's programming.
marcus