ITV is a British free-to-air television channel. Previously a network of separate regional television channels, ITV currently operates in England, Wales, Scotland, the Isle of Man and the Channel Islands.
ITV began transmission on 22 September 1955, it was known as Independent Television.
ITV (first era)
In 1963, Independent Television began using the ITV abbreviation. This logo remained in use until 1971.
ITV didn't use an official logo until 1989, but this logo was used on certain promos and merchandising until 1983.
Even though ITV still didn't use an official logo until 1989, this particular logo was used on various promos throughout the 1980s, as well as on the ITV Schools and ITV Telethon logos. From 1989, this logo is no longer in use besides ITV Schools, which remained in use until 1993.
On 4 September 1989, various ITV companies started using a new common identity. The identity was designed by English Markell Pockett and the ident featured music composed by David Dundas, famous for the Fourscore music he composed for Channel 4.
The ident started out with the logo of the local franchisee, followed by various images and ended with the logo. The "V" in ITV contained a triangle which would include a simplified version of the local franchise's logo.
However, the new identity wasn't mandatory and many companies chose not to use it at all. Many only adopted some elements or dropped the common identity rather quickly:
- Television South West, Ulster Television, Anglia, Channel Television, and TVS Television didn't adopt the new identity at all.
- Scottish Television used the ident for a short period.
- Granada initially refused their look, but instead used an altered version of the ident until 1990.
- Tyne Tees used the ident until 1991 but continued using the music for its next ident.
- London Weekend Television and HTV used the ident until 1992.
- Thames Television used the ident until 1991 but ditched it after finding out they had lost their franchise. They had also modified it in 1990 due to a change of logo.
- Border used the ident until 1993 but continued using the music for its next ident.
- Yorkshire TV used 2 idents, the first one was until 1990 and the second ident until 1994.
- Grampian Television (now STV North) continued using the ident up until the launch of the new ITV network logo in 1998.
- Central used the ident until 1992, but also made a couple of variants.
- ITV (TV channel)/1989 Idents
For the first time for 9 years, the stylized triangle was removed from the logo. They began rebranding itself to improve on its image. This included the new slogan "TV From The Heart", created by HHCL & Partners. A new logo which was created by English & Pockett was launched on 4 October 1998, one year after a new logo for the BBC was launched.
Most franchises initially continued using their own distinct regional identities, although some added the new logo to their ID's.
New common idents for the network were launched on 8 November 1999. The new idents had a common design but were adapted for different regions. However, many franchises decided not to use the new identity. The franchises owned by Granada Media (Granada, LWT, Yorkshire and Tyne Tees) and United News and Media (Meridian, Anglia and HTV), as well as Border and Channel, chose to adopt the new idents. The franchises owned by Carlton Communications (Carlton, Central and Westcountry) were all renamed "Carlton" a month earlier but used the new ITV logo. Scottish TV, Grampian TV and UTV didn't adopt the new logo at all.
The idents themselves consisted of a short filmed sequence, which ended with a heart-shape appearing, before fading to the franchise logo on top of a blue background made up of spinning hearts. In total, sixteen different sequences were shot.
The name and logo still remained in use while the logo became corporate until 2006.
In 2001, all franchises in England and Wales were owned by Carlton or Granada and they chose to rename the network ITV1. The idents were adapted accordingly and the regional names continued to be used alongside the 1998 logo. The renaming took effect on 11 August.
A new 3D look for ITV was launched on 28 October 2002. With the launch of a new look, playout for all English regions was centralised to London and all regional names and identifications were dropped for national programmes. Regional identification still occurred ahead of regional programmes.
The new look was designed was created by Bruce Dunlop and Associates, ending its relationship with English & Pockett. The idents featured presenters from programmes on ITV. This logo changed from two-dimensional to three-dimensional.
With the launch of ITV3 on 1 November 2004, ITV1 received a new logo. The logo was modified so the letters would be in separate boxes. Since the 2002 relaunch, it had been common for the logo the animate on screen as four separate squares that were joined to form the ITV logo. With the new look, the boxes would remain separated, as had been the case with ITV2's new look the previous year. The idents had a stacked version for this logo, the three-dimensional logo turned back into a two- dimensional logo with separate boxes.
The new ID's for ITV1 was based on emotions, with each ident showing four scenes associated with pride, joy, embarrassment, surprise or love. This logo was used for almost 10 months.
- "ITV is capable of provoking reactions from everyone, reaching over 80% of the UK population each week. Its programming captures a range of human emotions and viewers feel connected as a result. The creative idea for the idents explores the richness of these emotions and how they can mean different things to different people. If you were to ask the ITV1 audience what made them happy, sad or embarrassed you’d get wonderfully different responses. The ITV1 logo opens out at the start of each ident to encapsulate the emotion in each scene and demonstrate that ITV1 brings you all these emotions in its programming. This logo device is also taken through into the on-screen design elements for the channel in a bold and clear design that ensures that the programming shines as a hero." ITV plc press release
The logo was updated and the idents were replaced by new ones on 13 November 2006. The logo was changed slightly with the 'itv' lettering changing colour from white to black.
The new idents show various scenes were yellow 3D objects, such as hummingbird, fishes and moths, move around on the screen. The new idents were directed by Blink Production and Pleix with special effects by The Mill. There were initially four idents, with two further idents added by the end of the year.
- "The six idents capture the atmosphere in a variety of locations which evoke different moods - from a serene lake to a vibrant marketplace, and an urban basketball court. The ITV1 'yellow' colour is then picked out within these locations in various forms. Scenes from these locations have also been used to create six break bumpers that help to punctuate the ITV1 junctions." - Press release
Four more idents were added on 3 September 2007, bringing the total number of idents to ten.
ITV (second era)
As part of the ITV corporate re-branding on 14 January 2013, the main channel reverted to its former name, dropping the '1', and received a new logo stylised as handwriting, which changes colour depending on the background it is used on.
Since 2019, this logo is currently only used on idents and the opening titles for Good Morning Britain.
On 1 January 2019, the main channel slightly modified its logo. It now has three segments instead of five, while its corporate logo remains unchanged.