ITV launches unified brand across family of channels, ahead of ITVX launch


ITV launches unified brand across family of channels, ahead of ITVX launch

· ITV Creative and DixonBaxi team up to create a seamless brand experience across ITV’s channels and new streaming service, ITVX

· A first broadcast with new network-wide identifiers

Ahead of the launch of ITVX, the UK’s newest new streaming service, ITV’s channels have also been given a fresh look, with new branding, on-screen presentation and identifiers launched on all airline channels, starting today.

ITV Creative and DixonBaxi have partnered on the work which goes live today, as well as the creation of the new brand identity for ITVX, which will officially launch on December 8.

The name and branding of ITV’s new digital destination streaming service has been produced by DixonBaxi and flips streaming conventions, or more accurately rotates them 45 degrees, with an X in place of the more commonly used + .

ITV Marketing Director 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 as well.

All of this is driven by a future where broadcasting and streaming will be equally crucial parts of how viewers interact with us.

Viewers will see what we do in broadcasting and streaming as much more connected and we will be able to cross-promote seamlessly across platforms, allowing for greater content discovery. Everything will look and feel modern and relevant, with each platform or channel having a simple twist. This approach will also carry over to our new identities, which are created to reflect and connect with modern Britain.

We’ve got an exciting autumn in store for viewers, whether it’s I’m A Celebrity, The World Cup or the launch of ITVX with more new free content than anywhere else, so now isn’t the best time to refresh our brand image across the breadth of what we do.

We believe this is a great opportunity through branding, design and movement to have the most contemporary broadcast branding in the UK, while allowing us switch more seamlessly between broadcasting and streaming.

Jed Carter, Design Director, DixonBaxi said: “It has been an incredible experience working with ITV Marketing and ITV Creative on this ambitious update. A single, cohesive design system – brimming with personality – unites the channels of ITVX and ITV. A unified approach to logos, colors, typography, voice and motion connects the family of brands to create a connected brand experience while allowing each brand to express its own unique personality.

Principles of movement and digital gestures inform the new on-screen presentation across all channels, thematically linked but all individual, in line with channel personalities. A suite of bespoke fonts has been created by DixonBaxi in conjunction with typography studio F37 Foundry, for ITV’s channels and its new streaming service, ITVX. Additionally, a bold new suite of audio channels has been designed by London-based music and sound house The Futz Butler for use across all channels to pursue a cohesive brand experience.

As part of the refresh, ITV is returning to ITV1, to give broadcast and streaming a level playing field, with ITV1 and ITVX as the main destinations for ITV viewers.

A new identifier system is also launching today and, in a first release, will be network-wide.

ITV Creative ECD Tony Pipes said:

“With everything we’ve done with the on-screen presentation, we’ve tried to make sure it’s one brand, with a touch of personality for each channel or service.

With IDs we’ve done the same, creating an ITV multiverse, where depending on which channel you watch it on, you see the same scenes but with a different view.

This gave us the chance to reflect the tone of each channel, using specially shot scenes, animations and CGI and giving the viewer a new surprise depending on where they see the idents.

A simple device that is full of creative potential.”

ITV 2022 IDs –

In an innovative break with tradition, the concept of ITV’s new idents covers the entire network, rather than a single channel. Shot in five archetypal locations across the UK, each channel’s logo ‘scans’ our perspective, bringing the viewer to that channel’s own spin on the scene.

Whether it’s at the local café, in the beautiful countryside, at the train station, with a view of the city’s rooftops or a day by the sea, each chain appropriates the place with its own personality and different touch. The ‘sliding’ movement of channel logos is a device mirrored throughout the refreshed on-screen presentation, creating a cohesive feel for our channels.

Launching three locations on November 15, Cafe, Station and Ruralso what Urban landscape will follow in early December, along with several Christmas identifiers for ITV1. The final location, Sea sidewill be launched in early January.

Identity Scenes features a range of contributors from across the UK, including Solo Donne, an all-female Lockdown-formed HipHop group, who appear on the ITV1 version of the Station ident, former students of Riding A Dream Academy (for talented young riders from diverse communities) who appear in the ITV4 version of the Coffee ident, Tandem Trekkers, a user-run specialist cycling group based in West Yorkshire catering to blind and visually impaired cyclists, who appear on ITV4 Sea side ident, and The Giant Seagulls, a traveling performance group with international street theater company, Surreal McCoy, which appears on ITV2 Sea side ident.

Each ident received a custom track created by Echoic to fit the channel’s tone and creative idea.

The new branding and credentials go live today, ahead of the launch of ITVX, the UK’s newest streaming service, which will feature thousands of shows and movies, and more than new shows to stream for free than anywhere else.


Notes to Editors

About DixonBaxi

DixonBaxi is a global brand agency that uses creativity to design a better future. We believe that in a rapidly changing world, there has never been more need for brands that stand the test of time. Hulu, Audible, AT&T, V&A, British Land, Capital One, Premier League, WWE, IMAX, Konami, Channel 4, Eurosport, Netflix and AC Milan trust us. Brands that seek to be brave and challenge convention.

About the Futzbutler

The Futz Butler is a bespoke music and sound house based in central London. Working in the worlds of audio branding, user experience, television, advertising and film, they help their clients imagine the unimaginable through sound. The company’s anti-obvious approach to creativity has attracted global customers as diverse as Sir Paul McCartney, Nike, BMW, Jorja Smith, SKY, Dior, Tesco, Adidas, Uber and the FA.

About Coffee and TV

Coffee & TV is a creative studio specializing in visual effects, design, color and production. The studio collaborates on all forms of moving image, from advertising, broadcast design and music promotions to film and episodes. Founded in 2012, Coffee & TV has grown from humble beginnings to a team of over 70 artists, producers and full-time employees. It’s an agile practice that strives to produce the best for every project and is also verified to have the highest standards of social and environmental performance, transparency and accountability through its B Corporation® certification. The studio continues to do better with its team, customers, communities and the planet by continually evolving its B Corp commitments and reaching Net Zero by 2028. The award-winning studio recently won an RTS Craft Award and it was nominated for a BAFTA. , in addition to being recognized for its exceptional culture and the well-being of its staff, winning the Broadcast Best Places to Work award in 2022.

About Echoic

Echoic is a bespoke music and sound design studio for imaginative clients. They exist to elevate emotion and enhance detail in a moving image. They are passionate about creating great sound and collaborate with a number of leading agencies and brands in advertising, art and film. With a pioneering approach to their work, they capture the attention of audiences to make a lasting impression.


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