ITV’s major overhaul began today with the rebranding of all ITV channels, online and ITV Studios around the world.

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The network has now dropped the 1 from ITV and unveiled a new logo which now appears to stay on-screen in the top left corner. A set of new idents and new continuity announcers will also been seen today for the first time.

Alongside a new ‘colour picking’ logo, that can adapt and blend to the tone and colour scheme of the programme, the channel has new on-screen presentation and promotional junctions, including a set of brand new idents.

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ITV News will go live with their new studio from 11.25am this morning. Regional news programmes have showed-off their new look with bulletins during Daybreak.The predominantly blue colour palette complements ITV’s authoritative news output. The programmes’ opening titles and the on-air graphic presentation style were designed in conjunction with leading design agency Lambie-Nairn.

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ITV’s rebrand has been produced in-house by ITV Creative, who have worked with external specialists to realise designs. ITV Creative developed the new adaptable ITV logo, in collaboration with design specialist Matt Rudd, and type specialists Fontsmith.

We now have a consistent identity across everything that we do, all rooted in our positioning as a media brand that is at the heart of popular culture” – Group Director of Marketing and Research Rufus Radcliffe

Speaking last year, Radcliffe said “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.”

ITV2, ITV3, ITV4 and CITV have also been given a brand new look today with all having a set of new idents.

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