ITV unveils 3D branding for launch of new channel ITV3

LONDON – ITV has revealed the brand identity for its new digital channel ITV3 with a 3D logo and idents produced by Bruce Dunlop Associates, designed to reflect the network's 'quality and diversity of programming'.

ITV unveils 3D branding for launch of new channel ITV3

The new channel, aimed at the 35-plus market, is to be launched on November 1.

The 3D branding is in keeping with ITV's logo for ITV1 and ITV2, with four blocks containing ITV and the fourth containing the channel number. The block containing the number three will be three dimensional.

To link the 3D aspect of the branding to ITV3 idents, three views of a particular scene from an ITV3 show will be frozen with a light cube of the logo as a motivator to move between the two viewpoints. The viewer then follows the cube on its journey through the scenes until it dissolves into the logo.

ITV1 and ITV2 will also be refreshing their on-air look from November 1, with cross-promotional activity across all three channels.

ITV announced last month it has dropped its celebrity idents, which have featured Ant and Dec, Simon Cowell and Cat Deeley among others.

Instead, ITV1 will show viewers snippets of what it has to offer on the next show to keep the audience interested and stop them switching over to a rival channel.

The rebrand for all three channels is being handled by promotions and design agency Bruce Dunlop & Associates.

Bruce Dunlop, managing director of BDA, said: "If you can keep half a million viewers and get them interested in what's on ITV or what's coming up on the digital channels then it can have a significant effect on ratings."

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