ITVX<\/a>, in December.<\/p>\nAs part of the rebrand, ITV\u2019s channels have been given a fresh look which will affect how they look on screen and idents across all air channels.<\/p>\n
ITVX\u2019s name and branding was produced by DixonBaxi, and \u201cturns streaming conventions on their head, or more accurately rotates them 45 degrees, with an X in place of in the more commonly used +\u201d ITV said in a statement.<\/p>\n
The channel logo refresh is set to create a cohesive link between ITV and ITVX, while allowing each channel to retain its individuality. As part of the refresh, ITV has been changed back to ITV1 to \u201cgive more equal footing to broadcast and streaming, with ITV1 and ITVX as ITV\u2019s key viewer destinations.\u201d<\/p>\n
ITV\u2019s Chief Marketing Officer Jane Stiller said: \u201cWe are using the launch of ITVX this Autumn as a moment to give ITV\u2019s broadcast channels a modern and fresh update too. This is all driven by a future where both broadcast and streaming will be equally crucial parts of how viewers engage with us.\u201d<\/p>\n
She added: \u201cViewers will see what we do in broadcast and streaming as much more joined up and we will be able to seamlessly cross promote across the platforms enabling greater content discovery. Everything will look and feel modern and relevant, with each platform or channel having a simple twist. This approach will flow into our new idents too, which are created to reflect and connect with modern Britain.<\/p>\n