ITV4 was launched on 1 November 2005. It used the new ITV logo from the start, adopting it over two months before the rest of ITV. The identity was created by Red Bee Media. The idents were based on a concept of "collision of opposites", where one initial scene would be altered to become something different.
- "As the newest addition to the family the creative proposition for ITV4 is based around “the collision of opposites” with the aim of the channel to alter the opinion of male viewers about ITV. The idents for this channel are each based on the concept that things aren’t always as they seem and that appearances can be deceptive." ITV plc press release
The original idents were replaced by new computer animated ones in September 2007. They were made for ITV Creative and produced by Slinky Pictures. They were created and directed by Juan Garcia and co-directed by Michelle Yu.
As part of the ITV rebranding on 14 January 2013, ITV4 received a "slate grey" version of the 2013 ITV logo, establishing ITV4 as both the "home of sport and cult classics" and a "man club". Idents feature viewer nominated "dreams come true" (for example, driving a Rolls Royce into a swimming pool), while channel promotion will include pub factoids.