The New Itv Logo A New Way Of Looking At Colour In Branding

ITV's latest rebrand, replacing the ITV 1 logo launched in 2006, has divided opinion amongst consumers and marketers, but here at apt we like to see change - and there's an interesting twist to this particular rebrand.

As regular followers of our blog will know, we strongly believe in the importance of colour when devising and consolidating brands, and the language of colour can influence how we feel about a brand without us even realising... so when itv introduced a master logo which changes colour according to its background we weren't sure what to think!

While it is to be expected that the sub-brands are in different colours - itv news is blue while the entertainment arm itv2 is now red - what differs here is that the master logo itself changes in colour and tone depending on the subject matter and channel underneath it.

Devised by itv's inhouse creative team, the logo has divided opinion, with some followers on Twitter describing it as looking like a child's drawing or a bottom, but Rufus Radcliffe, director of marketing and research at ITV, is confident the changing logo is a success: "In an ever more crowded market place, both domestically and internationally, the need for a modern, flexible brand identity that connects with our viewers and customers has never been more important."

So which is the best way forward - a consistent brand colour which cements itself in the minds of customers, or a flexible palette which changes and adapts depending on the market it is targeting? Here at apt we rather like the itv approach, though whether we apply the same thinking to our own branding projects has yet to be seen... watch this space!