The broadcaster has shot 60 new versions of idents that use ITV1's signature blue and yellow colours. The work develops the original concept of a year ago, using stars such as Cat Deeley, Ant and Dec, and Chris Tarrant.
Bruce Dunlop & Associates worked on the new on-air package while idents were created in-house by ITV's Network Promotions Unit.
Jim Hytner, marketing and commercial director at ITV, said: "We're delighted with how the new on-air look has been received -- all the feedback we've had shows that viewers feel the channel has a more modern, fresh feel."
The complete package includes end credit promotions, break bumpers, break flashes, promotion packaging and menu layouts.
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