Creating a brand system that puts ITV back at the centre of British entertainment.
ITV
ITV has been broadcasting in Britain for 70 years. It has an established and loyal audience and is well known for being the home of award winning drama, global sporting events and family favourites, such as X-Factor and Britain’s Got Talent.
In an effort to service all audiences with a content library that spans multi-generational tastes, ITV became burdened with the need to signpost an array of sub-channels. The introduction of their streaming service, ITV X in 2022, led viewers to a single, digital destination, but with multiple ways to view content, ITV were losing brand clarity, and were keen to point audiences to a single destination.
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Credits
Kiln
Creative Direction: Charlie Hocking, Nathan Smith
Design: Edoardo Albertini, Meg Mardon, Steven Thorne
Motion Design: Mansur Amiri
ITV
Executive Creative Direction: Tom Houser
Head of Strategy: Tatiana Jezierski
Senior Producer: Angela Lyttle
Services
Brand identity
Strategy
Sector
Tech
Fashion
The brand identity had grown to accommodate this complex ecosystem and at points, had become timid and difficult to use. We devised a system that simplified an extensive brand universe and positioned the master brand back at the centre of the conversation.
We confidently connected show content directly with the master brand using a unique device called ‘The Apex’. The Apex is the point at which the ITV logo and the content lock together. It allows us to show a snapshot of a wider brand universe, consisting of a myriad of shows orbiting around the logo.
We reduced the brand colour palette, removing all sub-channel colours and instead placed ITV in a universe of spark yellow – a colour that had strong brand recognition thanks to ITV X. Lastly, we reduced a library of seven typefaces to one and led with ITV Display Sans in two weights; bold and medium.
