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ITV : Current Idents (1)
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.
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Rescue Boat ident.
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Ballet Girls ident.
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Hot Air Balloon ident.
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Surfboarding Lesson ident.
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Bus Bunny ident.
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Candy Floss ident.
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Night Cyclists ident.
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Lounge Dancing ident.
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Mums on the Run ident.
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Lift ident.
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Fireplace ident.
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Pugwash ident.
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Seesaw ident.
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Swimmers ident.
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Welder ident.
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A rather topical and seasonal ident - shown on a day following bad weather across the UK leaving many in this very situation.
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Fish 'n Chips ident.
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Firebreather ident.
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Boxer ident.
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Road Sweeper ident.
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Full and announcerless Line Marker ident.
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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.
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Marching Band ident.
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Tumble Dryer ident.
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Seamstresses ident.
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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.
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Again, another of the least-used idents last year has made its first appearance for 2014 - Night Walkers.
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Newborn Baby ident.
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Trim ident.
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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'.