ITV2 will launch a new on-air look on Monday, July 14. The new look will present the channel as the "complimentary alternative" to the main ITV1 network.
An entirely new package of idents, break bumpers, promo graphics, end credit promotions and "next, then, later" end credit announcements have been created by Bruce Dunlop and Associates - the same firm that created the new look for ITV1 when that launched in October last year.
The whole package revolves around the new logo for ITV2 - similar to the ITV1 logo in terms of being a four-block motif; in this version, the blocks remain separate, there is no 3D bevel effect, and the ratio of blue to yellow blocks has been reversed. As Matt Piper, Designer at BD&A explains, this was designed to be familiar and yet present ITV2 as a distinctive brand:
"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."
The central new brand for the channel is "flip:side", indicating its positioning as an alternative to ITV1. Within that there are several "sub-brands", designed to enable viewers to clearly identify the type of programming scheduled on the channel: 're
lay', indicating a repeat of an ITV1 show; 'x:clusive', indicating an ITV2 original commission or acquisition; 'x:tra', indicating a brand extension of an ITV1 show; 'un:cut', an ITV2 show with exclusive unseen footage; and 'v:i', giving ITV2 viewers exclusive behind-the-scenes access to ITV events.
Jim Hytner, ITV's Marketing and Commercial Director, said: "ITV2 has really come of age over the past eighteen months and we wanted to consolidate this growth by creating a more coherent proposition. The channel has a broad remit but essentially it is a more youthful, modern alternative to ITV1. Bruce Dunlop & Associates design brings this distinction cleverly to life, whilst still firmly tying it into ITV1’s look."
Monday will also mark the first appearance of end credit promotions and "next, then, later" announcements on the channel. They began appearing on the ITV1 network after the controversial rebrand of that network in October last year. ITV1 and ITV2's Marketing Manager, Euan Hudghton, explained:
"This new proposition pitches ITV2 as the edgier, more spontaneous side to ITV, and positioning it as the ‘flipside’ to ITV1 seemed to express this most succinctly. It will colour all elements of the channel, including scheduling, programming and billing, and will help define ITV2’s programme offering to both terrestrial and multichannel viewers.
"End credit promotions and announcements have worked really well in how effectively we use ITV1’s airtime, and their introduction on ITV2 will allow us to breed audience familiarity with the schedule, and keep them on the channel once we’ve got them there."
BD&A has shot a promotional campaign to launch the new look to viewers on both ITV1 and ITV2.
An entirely new package of idents, break bumpers, promo graphics, end credit promotions and "next, then, later" end credit announcements have been created by Bruce Dunlop and Associates - the same firm that created the new look for ITV1 when that launched in October last year.
The whole package revolves around the new logo for ITV2 - similar to the ITV1 logo in terms of being a four-block motif; in this version, the blocks remain separate, there is no 3D bevel effect, and the ratio of blue to yellow blocks has been reversed. As Matt Piper, Designer at BD&A explains, this was designed to be familiar and yet present ITV2 as a distinctive brand:
"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."
The central new brand for the channel is "flip:side", indicating its positioning as an alternative to ITV1. Within that there are several "sub-brands", designed to enable viewers to clearly identify the type of programming scheduled on the channel: 're
lay', indicating a repeat of an ITV1 show; 'x:clusive', indicating an ITV2 original commission or acquisition; 'x:tra', indicating a brand extension of an ITV1 show; 'un:cut', an ITV2 show with exclusive unseen footage; and 'v:i', giving ITV2 viewers exclusive behind-the-scenes access to ITV events.Jim Hytner, ITV's Marketing and Commercial Director, said: "ITV2 has really come of age over the past eighteen months and we wanted to consolidate this growth by creating a more coherent proposition. The channel has a broad remit but essentially it is a more youthful, modern alternative to ITV1. Bruce Dunlop & Associates design brings this distinction cleverly to life, whilst still firmly tying it into ITV1’s look."
Monday will also mark the first appearance of end credit promotions and "next, then, later" announcements on the channel. They began appearing on the ITV1 network after the controversial rebrand of that network in October last year. ITV1 and ITV2's Marketing Manager, Euan Hudghton, explained:
"This new proposition pitches ITV2 as the edgier, more spontaneous side to ITV, and positioning it as the ‘flipside’ to ITV1 seemed to express this most succinctly. It will colour all elements of the channel, including scheduling, programming and billing, and will help define ITV2’s programme offering to both terrestrial and multichannel viewers.
"End credit promotions and announcements have worked really well in how effectively we use ITV1’s airtime, and their introduction on ITV2 will allow us to breed audience familiarity with the schedule, and keep them on the channel once we’ve got them there."
BD&A has shot a promotional campaign to launch the new look to viewers on both ITV1 and ITV2.
