For 70 years, ITV has been inextricably woven into the fabric of British life – from nightly soaps and landmark dramas to live sport and talent show juggernauts. Yet in an era where audiences are increasingly fragmented across platforms, the broadcaster faces a challenge familiar to many legacy media brands: how to stay distinctive, consistent and culturally relevant in an attention economy ruled by social media and streaming giants.

Following the successful launch of their own streaming service, ITVX, in 2022, which introduced viewers to a dynamic spark yellow design system, the company has unveiled a refreshed masterbrand identity. The move signals a shift away from spotlighting individual channels and instead puts the emphasis back on ITV itself.

Developed by in-house agency ITV Creative in partnership with Cornwall-based design agency Studio Kiln, the new system was conceived as a flexible framework capable of housing the breadth of the broadcaster’s output – be it the high drama of a general election, the cosy familiarity of Corrie or the perma-tanned escapism of Love Island.

At its core is a graphic device known as ‘The Apex’, a versatile motif drawn from the ITVX ‘X’. It’s designed to stretch across more than 50 template variations, supported by a digital-first motion language optimised for social and out-of-home formats. Spark yellow takes centre stage once again, now elevated as the signature brand colour across ITV’s wider ecosystem.

For ITV, the refresh marks the first time its masterbrand has appeared consistently across the full marketing funnel. The aim is to create a coherent identity that can cut through in a saturated media market, while still allowing sub-brands and channels to live on.

Studio Kiln describes the process as both a creative and strategic journey: “What excited us most about this project was that it was design that prompted a broader strategic approach. Over the course of the project, ITV continued to place their trust in a new system that evolved to offer solutions to previously recurring problems. The flexibility of the design ultimately gave ITV the confidence to lead with their masterbrand, positioning it proudly alongside their fantastic array of content.”

The new identity will roll out across marketing touchpoints in the coming months, as ITV seeks to reaffirm its place at the heart of British entertainment.

studio-kiln.com