At 6am on Monday 14th January 2013, ITV unveiled its new identity across all its outlets including broadcast, online, its studios and distribution. At its heart is a new logo designed in-house by ITV Creative in collaboration with design specialist Matt Rudd, and type specialists Fontsmith.
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 Christmas 2013, Mums on the Run, Night Cyclists, Log Fire and Ice Scraper returned to supplement the Christmas idents, with the rest of the set airing again from 2nd January 2014. For 2014, all the first set of idents have been edited so that the ITV logo appears sooner, and stays on throughout - in the manner of the second, third and fourth sets of idents.
Rescue Boat ident.
| ||21sec||4653 Views||Rescue Boat ident|
| ||23sec||1355 Views||Rescue Boat ident (2014 edit)|
| ||20sec||325 Views||Rescue Boat ident (2014 edit) (Clean)|
Ballet Girls ident.
| ||22sec||2216 Views||Ballet Girls ident|
| ||24sec||891 Views||Ballet Girls ident (2014 edit)|
| ||12sec||168 Views||Ballet Girls ident (2014 edit) (Clean)|
Hot Air Balloon ident.
| ||21sec||2197 Views||Hot Air Balloon ident|
Surfboarding Lesson ident.
| ||22sec||1709 Views||Surfboarding Lesson ident|
| ||21sec||857 Views||Surfboarding Lesson ident (2014 edit)|
Bus Bunny ident.
| ||18sec||1802 Views||Bus Bunny ident|
Candy Floss ident.
| ||25sec||1543 Views||Candy Floss ident|
| ||26sec||764 Views||Candy Floss ident (2014 edit)|
| ||16sec||237 Views||Candy Floss ident (2014 edit) (Clean)|
Night Cyclists ident.
| ||13sec||1273 Views||Night Cyclists ident|
| ||14sec||653 Views||Night Cyclists ident (2014 edit)|
Lounge Dancing ident.
| ||22sec||1121 Views||Lounge Dancing ident|
| ||22sec||569 Views||Lounge Dancing ident (2014 ident)|
Mums on the Run ident.
| ||30sec||1086 Views||Mums on the Run ident|
| ||16sec||504 Views||Mums on the Run ident (2014 edit)|
| ||21sec||144 Views||Mums on the Run ident (2014 edit) (Clean)|
| ||22sec||1351 Views||Lift ident|
| ||24sec||640 Views||Lift ident (2014 edit)|
| ||22sec||1067 Views||Fireplace ident|
| ||19sec||531 Views||Fireplace ident (2014 edit)|
| ||18sec||145 Views||Fireplace ident (2014 edit) (Clean)|
| ||23sec||1725 Views||Pugwash ident|
| ||26sec||1062 Views||Seesaw ident|
| ||26sec||555 Views||Seesaw ident (2014 edit)|
| ||22sec||1118 Views||Swimmers ident|
| ||24sec||693 Views||Swimmers ident (2014 edit)|
| ||23sec||693 Views||Swimmers ident (2014 edit) (Clean)|
| ||12sec||1066 Views||Welder ident|
| ||17sec||608 Views||Welder ident (2014 edit)|
A rather topical and seasonal ident - shown on a day following bad weather across the UK leaving many in this very situation.
| ||22sec||1287 Views||Ice Scraper ident|
| ||32sec||593 Views||Ice Scraper ident (2014 edit)|
Fish 'n Chips ident.
| ||22sec||1099 Views||Fish 'n Chips ident|
| ||25sec||592 Views||Fish 'n Chips ident (2014 edit)|
| ||20sec||1197 Views||Firebreather ident|
| ||20sec||1522 Views||Boxer ident|
| ||20sec||591 Views||Boxer ident (2014 edit)|
Road Sweeper ident.
| ||18sec||1341 Views||Road Sweeper ident|
Full and announcerless Line Marker ident.
| ||26sec||879 Views||Line Marker ident|
| ||18sec||499 Views||Line Marker ident (2014 edit)|
It sounds like the announcer had second thoughts about saying 'Now, on your ITV' but only managed 'y'ITV'. Lips are the focus for this ident.
| ||18sec||1274 Views||Lips ident|
| ||18sec||529 Views||Lips ident (2014 edit)|
Marching Band ident.
| ||16sec||847 Views||Marching Band ident|
Tumble Dryer ident.
| ||15sec||1142 Views||Tumble Dryer ident|
| ||25sec||558 Views||Tumble Dryer ident (2014 edit)|
| ||21sec||110 Views||Tumble Dryer ident (2014 edit) (Clean)|
| ||22sec||1005 Views||Seamstresses ident|
| ||28sec||548 Views||Seamstresses ident (2014 edit)|
| ||22sec||116 Views||Seamstresses ident (2014 edit) (Clean)|
The Rave ident was one of the least-used idents in the Winter set last year. This version is the 2014 edit with the ITV logo forming-up sooner and not fading out.
| ||28sec||1090 Views||Rave ident (2014 edit)|
Again, another of the least-used idents last year has made its first appearance for 2014 - Night Walkers.
| ||20sec||853 Views||Night Walkers ident (2014 edit)|
Newborn Baby ident.
| ||23sec||923 Views||Newborn Baby ident (2014 edit)|
| ||20sec||932 Views||Trim ident|
| ||20sec||161 Views||Trim ident (Clean)|
A special ident to introduce an advertising feature. It was shown during a commercial break within 'Dancing on Ice' on Sunday 9th February 2014 to promote 'The Lego Movie'.
| ||12sec||992 Views||Celebrate ident|