This morning saw the launch of a rebrand for Britain's most watched commercial broadcaster, ITV. The new logo, unveiled back in November, was implemented simultaneously across all assets, including the main ITV network (previously known as ITV1), the four additional channels, the regional news stations and the production and distribution business ITV Studios.
The rebrand was directed by the in-house bureau ITV Creative. The logo was developed by ITV with designer Matt Rudd and type foundry Fontsmith. The latter also developed a new typeface family, called ITV Reem.
The ITV network now has a broad set of idents with snippets of footage that "captures moments from everyday life across the UK, featuring real people and real scenes". The logo blends with the background by picking the colours behind it.
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