To mark Deaf Awareness Week, ITV Creative is adding subtitles to on-air promotions for shows across its channels.
Idents will feature work by artist Rubbena Aurangzeb-Tariq, who created a sculptural representation of British Sign Language. Aurangzeb-Tariq, whose work concerns culture, deaf identity and being an Asian woman in Western society, creates visual representations of language and emotional expression.
The activity is part of ITV's aim to use British artists to design new idents every week. ITV Creative worked with artistic director, curator and consultant Charlie Levine to source and curate a diverse range of artists to take part in the project.