ITV this morning issued a press release confirming plans for a refresh of their main channel’s on-air identity. The changes will be implemented as part of a year-long project called ‘ITV Creates’. The press releases reads:
“From 1st January 2019, ITV’s on-screen idents will change every week, in a project that is intended to emphasise and reflect the creativity at the heart of the broadcaster’s business.
“For each week of the year, a different artist will create a piece of work, which is their expression of the ITV logo. This will then be filmed and produced into a set of idents by ITV’s in-house creative agency, ITV Creative.
“ITV Creative have worked with artistic director, curator and consultant Charlie Levine, to source and curate the artists to take part in this project, who are from a diverse range of backgrounds and are a mix of up and coming, and established artists, working across any visual arts discipline.
“Levine issued a brief on behalf of ITV inviting expressions of interest from artists to take part in the year long project for the broadcaster, which has been woven into the fabric of British popular culture for 50 years.”
The full press release (including video of some of the ident imagery) is available here: https://www.itv.com/presscentre/press-releases/itv-creates-itv-launches-new-screen-identity-project
There’s no word yet on how the changes will affect UTV’s on-air branding.