ITV has launched the first stage of its rebrand today, which will retire the ITV1 channel brand and pull together ITV plc, ITV Network, and the business’ content and distribution arms.

The rebrand has been carried out inhouse and features curved typography, meant to mimic handwriting. The brand development is part of ITV’s Transformation plan, which the broadcaster hopes will cut costs and reduce its reliance on advertising.

“The need for a modern, flexible brand identity that connects with our viewers and customers has never been more important,” says Rufus Radcliffe, group director of marketing and research. “Our new identity...will be true to our DNA as a brand at the heart of popular culture.”

The new brand will have a prominent position in ‘idents’, branded segments linking programmes together. These idents will now be more flexible and can be tailored to the nature of the programmes they are advertising, in contrast to the consistent canary yellow brand of the current ITV1 identity.

The change of name from ITV1 to ITV for the TV channel, while ITV2, ITV3, ITV4 and CiTV retain their names, is designed to ‘strengthen affinity between the overall brand and the network’s flagship channel.’