ITV reveals new logo – Daily TV round-up

ITV has revealed a new logo and a new identity for its flagship channel.

Rebranding: ITV has unveiled its new logos (Credit: ITV)

ITV1 will revert to being called simply ITV, it has been announced, as part of a complete rebranding.

“People love our shows, but we don't get the credit for bringing them. With all these media brands out there if you don't have a clear brand then you are exposed,” said the broadcaster's director of marketing Rufus Radcliffe.

“What this rebrand is about is cementing the relationship between the shows that people love and the ITV brand that makes them.”

The new logo, featuring new colours and a curved typeface – designed to look like handwriting – will be rolled out across ITV, ITV2, ITV3, ITV4 and CITV in January.

The logo will shift colours too, depending on what programmes the ident screen precedes, and which channel it is appearing on.

“What we have at the moment is ITV1 in yellow whether we are showing 'Appropriate Adult' or 'The X Factor',” Radcliffe continued. “But we want it to flex and focus. We are going to drop the ITV1 from January because we have always been swimming against the tide with that branding and viewers have never really embraced it.”

From January, the main ITV channel will be positioned as the 'heart of popular culture', with its flagship shows 'Downton Abbey', 'Coronation Street' and 'The X Factor'.

Meanwhile, ITV2 will be known as the 'home of infectious entertainment', ITV3 will be 'the keeper of ITV's treasured and timeless drama' and ITV4 will be 'home of sport and cult classics', as well as a 'man club'. [Digital Spy]

Also in today's press

David Walliams and his wife Lara Stone are expecting their first child. The 'Little Britain' star said they 'couldn't be happier', and took to Twitter to reveal the news to fans. [The Sun]

Ann Widdecombe and Russell Grant are both to return to 'Strictly' for a turn on the 'Children In Need' special this evening. They will rejoin their former partners Anton Du Beke and Flavia Cacace for a one-off routine. [Metro]

'Strictly Come Dancing' star Louis Smith is once more in trouble on Twitter, after he likened being on the show to being in jail. “The last time I didn’t want to be somewhere so bad as this I was dreaming I was in prison,” he said. Show bosses are said to be 'furious' over the remark. [The Sun]

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