Itv: ITV BRANDING

Credits & Description:

Advertiser: ITV
Agency: ITV CREATIVE
Category: Channel branding or Programme branding
Director: Mike Baldwin (ITV Creative)
Director: Paul Quinn (ITV Creative)
Director: Sonja Phillips (ITV Creative)
Creative: Tim Snape (ITV Creative)
Creative Director: Tim Snape (ITV Creative)
Creative: Tony Pipes (ITV Creative)
Planner: Emma Caldwell (ITV Marketing)
Executive Producer: Kirsty Beale (ITV Creative)
Brand Designer: Matt Rudd (Rudd Studios)
Director: Ray Dunlop (ITV Creative)
Creative: Chris Landy (ITV Creative)
Head Of Design: Mark Gouldie (ITV Creative)
Head Of Design: Neill Pitt (ITV Creative)
Executive Creative Director: Phil Lind (ITV Creative)
Creative: Rafaela Perera (ITV Creative)

Outcome
Love for the ITV brand has risen by 1.2m since we rebranded. This may seem like a small rise but pre-rebrand our brand love levels remained flat. ITV's brand image has strengthened. Biggest uplifts have been amongst 'quality', 'wide range' and 'has something for me'. These uplifts have meant that our brand health is the strongest we have seen since tracking began.

Implementation
From this creative platform we developed a logo that captured our humanness and warmth through a modern version of handwriting.The logo came alive through a colour-picking device that enabled it to react and wrap ITV around all of its content.Our idents capture the extraordinary in every day British life, that’s why they’re all real people doing all sorts of things that make Britain what it is. We created a ‘flowing’ TV viewing experience that unified all parts of our business into one seamless branded experience. This OSP architecture became the universal system across our portfolio of channels.

Client Brief Or Objective
Since ITV’s inception, we have been at the heart of popular culture. With a broad range of high quality content, we reflect and enhance British life and sometimes we define it.But we’ve never told anyone who we are or why we matter. As a result, their affection was with our shows, not the brand. We were a faceless corporation without a heart, a one-noted entertainment channel that did nothing for them.The task was to create a brand that could build an emotional connection with people and turn them from viewers into fans of ITV, not just our programming.

Brief Explanation
We needed an identity that could reflect what’s special about our product, capture ITV’s humanness and warmth and make the brand feel alive. We needed a logo that could wrap itself around a broad range of content rather than feel like a corporate badge.Our creative platform was born from the fact that at ITV, we don’t make TV programmes, we capture life in all its glory and put it centre stage for everyone to enjoy. Our product is about people and their lives. ITV is a place where life is brought to life. It’s where life lives.