ITV unites family of channels with £3m branding overhaul

ITV is rebranding its family of channels in an attempt to change its image from a terrestrial broadcaster to a content brand.

The new look replaces ITV's three-year-old blue-and-yellow logo with new logos and idents for ITV1, ITV2, ITV3, ITV News and ITV regional bulletins. It is based on a 12-month research project, called Brand 2010, which involved 6,000 viewers.

Clare Salmon, ITV's director of marketing and commercial strategy, said the £3 million rebranding exercise was necessary because of the 2.4 million homes that had signed up to digital TV over the past three years.

ITV's new on-air branding was created and produced by Red Bee Media, with support from its ad agency, M&C Saatchi, and its media agency MindShare.