ITV2

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1998–2001

ITV2 was launched on December 7, 1998. The first look was designed by English & Pockett.[1]

The TV Room

2001–2002

A new look for ITV2 was also designed by English & Pockett and it was launched on November 19, 2001, bringing ITV2 in line with ITV1.

"We created a branding solution that builds on ITV1's positioning and reinforces the modern and active character of ITV2.

ITV2 is all about doing, entertaining, playing and winning. While the graphic presentation is modern and stylised, the use of conversation and realistic effects in the sound design make the brand feel human and accessible.

The modern styling is based on typography and language. The idents are active – swimming, dancing, bowling, fairground attractions – positive lifestyle attributes." - English & Pockett

2002-2003

File:ITV2 logo 2002.png

A slight logo change was done on October 28, 2002.

The TV Room 2

2003–2006

This logo, created by Bruce Dunlop and Associates was launched on July 14, 2003.[2] The new look often featured the word "flip:side", which positions ITV2 against ITV1. One aspect of this was the logo which has reversed colours to ITV1. Where ITV1's logo was yellow, ITV2's was blue, and vice versa.

"Our new design work on ITV2 has created a more focused look for the channel, creating a brand that does justice to its strong position in the market. We set out to show that there is a whole other side to ITV and in doing so strengthen both ITV1 and ITV2. Our idea to ‘flip’ the three blue blocks and one yellow block of ITV1 to the opposite ratio for ITV2 was the natural visual realisation of this. This allowed us to have fun with the channel and at the same time create a distinctive, uncompromising attitude and look." - Matt Piper, designer, Bruce Dunlop & Associates

The Ident Gallery

2006–2008

ITV1, ITV2 and ITV3 got new looks and new logos on January 16, 2006. The new look was created by Red Bee Media.

"ITV2 programming has an addictive quality to it – you just can’t help watching it! As a result, the creative idea for the branding for this channel is centred around fun, excess, and general over-the-topness – too much of everything. It’s a journey through a visually rich, vibrant and stylish ITV2 environment. The idents use a mixture of live action and animation to bring this world to life. This is also taken through into the on-screen design elements from promo ends to menus to break bumpers" - ITV plc press release[3]

2008–2013

A new look for ITV2 was launched on August 20, 2008. The new look features the previous logo, but it is now always in 3D and tilted. The limegreen colour was kept.

2013 (tentative)

As part of the tentative ITV rebranding in 2013, ITV2 will be receiving a "hot red" version of the 2013 ITV logo, establishing ITV2 as the "home of infectious entertainment".[4]