For its flagship channel, the most noticeable change is its renaming back to just 'ITV' - dropping the '1' introduced back on 11th August 2001. Its idents convey scenes of day-to-day life of the British public, and they are overlaid with the new logo which magnifies the predominant colour of the area behind each of its sections to create an ever changing image. It is aimed to have a broad, ever increasing range of idents to reflect the mood of the day, the season or time of the year.
At Easter 2013, two seasonal idents were introduced - Bunny and Chicks. On these, the ITV logo forms-up on screen earlier than in the original idents, and it also stays on screen for the duration - rather than fading out half-way through. A week later, the Windy Beach ident appeared following the same format, then on Saturday 13th April, a completely new set of idents was introduced for the Spring season.
On Good Friday, ITV introduced Easter-themed idents into the rotation.