Forward of the launch of latest streaming service ITVX, ITV’s channels have been given a recent look, with new channel branding, on-screen presentation and idents launching throughout all on air channels, from right now.
ITV Inventive and DixonBaxi have partnered on the work that goes dwell right now, in addition to the creation of the brand new model identification for ITVX, which launches formally on December eighth.
The title and branding for ITV’s new streaming service was produced by DixonBaxi, utilizing an X instead of within the extra generally used +.
ITV’s chief advertising officer Jane Stiller mentioned: “We’re utilizing the launch of ITVX this Autumn as a second to provide ITV’s broadcast channels a contemporary and recent replace too. That is all pushed by a future the place each broadcast and streaming will likely be equally essential elements of how viewers interact with us.
“Viewers will see what we do in broadcast and streaming as rather more joined up and we will seamlessly cross promote throughout the platforms enabling higher content material discovery. The whole lot will feel and appear trendy and related, with every platform or channel having a easy twist. This method will circulation into our new idents too, that are created to mirror and join with trendy Britain.”
Jed Carter, Design director, DixonBaxi mentioned: “It has been a tremendous expertise working with ITV Advertising and ITV Inventive on this formidable refresh. A single coherent design system – bursting with character – unites ITVX and ITV’s channels. A unified method to logos, color, typography, voice and movement connects the household of manufacturers to create one linked model expertise whereas permitting every model to precise its personal distinctive character.”
Movement ideas and digital gestures inform the brand new on display screen presentation throughout channels, thematically linked however all particular person, consistent with the channel personalities. A bespoke suite of typefaces had been created by DixonBaxi in collaboration with kind studio F37 Foundry, for ITV’s channels and its new streaming service, ITVX. Along with a daring new suite of channel audio beds had been crafted by London music and sound home The Futz Butler for use throughout all channels to additional proceed a constant model expertise.
As a part of the refresh, ITV returns to ITV1, to provide extra equal footing to broadcast and streaming, with ITV1 and ITVX as ITV’s key viewer locations.
A brand new idents system additionally launches right now and in a broadcasting first, will likely be community extensive.
ITV Inventive ecd Tony Pipes mentioned: “With the whole lot we have completed with the On Display screen Presentation, we have tried to verify it is one brand-with a twist of character for every channel or service. With the idents, we have completed the identical, creating an ITV Multiverse, the place relying on what channel you view it on, you see the identical scenes however with a distinct view. This gave us the possibility to mirror every channel’s tone, utilizing particularly shot scenes, animation and CGI and provides the viewer a brand new shock relying on the place they view the idents. A easy system that is stuffed with inventive potential.”
The idea for ITV’s new idents spans your entire community, moderately than only one channel. Shot in 5 archetypal areas throughout the UK, every channel’s emblem ‘swipes’ our viewpoint, main the viewer to that channel’s personal spin on the scene.
Whether or not it is on the nook cafe, within the lovely countryside, on the practice station, wanting over a metropolis skyline or a day on the seaside, each channel takes possession of the situation with its personal distinctive character and completely different twist. The ‘swipe’ movement of the channel logos is a tool mirrored throughout the entire refreshed on-screen presentation, making a cohesive really feel for our channels.
Three areas launch on November fifteenth, Cafe, Prepare Station and Rural, after which Cityscape will comply with in early December, together with a number of Christmas Idents for ITV1. The ultimate location, Seaside, will launch in early January.
The ident scenes function a spread of contributors from throughout the UK, together with Solo Donne an all feminine HipHop group shaped in lockdown, who seem within the ITV1 model of the Prepare Station ident, former college students from the Driving A Dream Academy (for gifted younger riders from various communities) who seem within the ITV4 model of the Cafe ident, Tandem Trekkers, a West Yorkshire-based specialist user-led biking group that caters for blind and visually impaired riders, who seem within the ITV4 Seaside ident, and The Big Seagulls , a roving efficiency group with the worldwide avenue theater firm, Surreal McCoy, who seem within the ITV2 Seaside ident.
Every ident obtained a customized monitor created by Echoic to suit the tone of the channel and the inventive concept.
The brand new refreshed branding and idents go dwell right now, forward of the launch of ITVX.
ITV’s earlier branded program promos and idents had been all generated on Pixel Energy programs, together with the extremely automated trailer manufacturing, collectively developed as Undertaking Phoenix. The refreshed identification is constructed on the identical core expertise, counting on experience from the Pixel Energy inventive providers staff, which has been working with the broadcaster over current months.
Charlie Cooke, Senior Graphic Designer at Pixel Energy says: “We labored with them to understand their ideas as dynamic graphic templates for the Pixel Energy platform. This concerned us in inventive discussions to make sure the imaginative and prescient is totally captured, making certain the graphics will be delivered with all of the impression they require.”
The massive problem with these graphics was defining the massive quantity of graphic logic. Every kind of graphic must replace primarily based on the channel title and program data decided within the schedule whereas additionally sustaining the model tips. As soon as this logic is in place, the collaborative staff might transfer on to the huge variety of graphics to be realized.
The varied ITV channels can every retain their very own distinctive feel and appear throughout the new model, delivered reliably and mechanically by good templates.
“Pixel Energy has all the time given us effectivity and ease of use,” mentioned Mark Dietz, Broadcast Graphics Techniques Operator at ITV Inventive. “A scheduler merely provides this system data like title, time, and a promo picture, after which an entire suite of clips is mechanically generated and dropped into the best locations within the acceptable playlists. It’s a easy and dependable course of that we’re very comfy with.”
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