Group Director of Marketing and Research Rufus Radcliffe commented: “In an ever more crowed market place, both domestically and internationally, the need for a modern, flexible brand identity that connects with our viewers and customers has never been more important. We are really excited to soon be unveiling a new identity that is as up-to-date, and relevant as our content. Big, bold and creatively ambitious, it will be true to our DNA as a brand at the heart of popular culture.”

The new logo forms the basis of all ITV’s branding domestically and internationally, and is “a warm, bold design based on a formalised version of human handwriting, comprising of five colours, in its static state”.

When the logo appears on coloured background, such as marketing images for ITV programmes – it will adapt and change according to the background colour scheme of the image. This colour picking technique means that the logo can be dynamic, shifting tone along with the content, reflecting and blending with the mood of different shows.

ITV’s entire family of UK channels will all have a new on-air look, with ITV2, ITV3, ITV4, and CiTV receiving new colour schemes, clearer brand propositions, and accompanying updated brand identities.

ITV1, the network’s flagship channel will be known as simply ITV from January 2013.

What do you think of the new logo? Let us know below…