Ahead of the launch of ITVX, the UK’s newest streaming service, ITV’s channels have been given a fresh look, with new channel branding, on-screen presentation and idents launching across all on air channels, from today.
ITV Creative and DixonBaxi have partnered on the work that goes live today, as well as the creation of the new brand identity for ITVX, which launches officially on December 8th.
The name and branding for ITV’s new head-turning, digital destination streaming service was produced by DixonBaxi, and turns streaming conventions on their head, or more accurately rotates them 45 degrees, with an X in place of in the more commonly used +.
ITV’s chief marketing officer Jane Stiller said: “We are using the launch of ITVX this Autumn as a moment to give ITV’s broadcast channels a modern and fresh update too. This is all driven by a future where both broadcast and streaming will be equally crucial parts of how viewers engage with us. Viewers will see what we do in broadcast and streaming as much more joined up and we will be able to seamlessly cross promote across the platforms, enabling greater content discovery. Everything will look and feel modern and relevant, with each platform or channel having a simple twist. This approach will flow into our new idents too, which are created to reflect and connect with modern Britain.”
Jed Carter, design director, DixonBaxi added: “It’s been an amazing experience working with ITV Marketing and ITV Creative on this ambitious refresh. A single coherent design system – bursting with personality – unites ITVX and ITV’s channels. A unified approach to logos, colour, typography, voice and motion connects the family of brands to create one connected brand experience while allowing each brand to express its own unique personality.”
Motion principles and digital gestures inform the new on-screen presentation across channels, thematically linked but all individual, in keeping with the channel personalities. A bespoke suite of typefaces were created by DixonBaxi in collaboration with type studio F37 Foundry, for ITV’s channels and its new streaming service, ITVX. In addition a bold new suite of channel audio beds were crafted by London music and sound house The Futz Butler to be used across all channels to further continue a consistent brand experience.
As part of the refresh, ITV returns to ITV1, to give more equal footing to broadcast and streaming, with ITV1 and ITVX as ITV’s key viewer destinations.
A new idents system also launches today and in a broadcasting first, will be network wide rather than just one channel. Shot in five archetypal locations across the UK, each channel’s logo ‘swipes’ our viewpoint, leading the viewer to that channel’s own spin on the scene.
Whether it’s at the corner cafe, in the beautiful countryside, at the train station, looking over a city skyline or a day at the seaside, every channel takes ownership of the location with its own unique personality and different twist. The ‘swipe’ motion of the channel logos is a device reflected across all of the refreshed on-screen presentation, creating a cohesive feel for the channels.
