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||4579 Views||Rescue Boat ident|
| ||23sec||1327 Views||Rescue Boat ident (2014 edit)|
| ||20sec||297 Views||Rescue Boat ident (2014 edit) (Clean)|
Ballet Girls ident.
| ||22sec||2173 Views||Ballet Girls ident|
| ||24sec||874 Views||Ballet Girls ident (2014 edit)|
| ||12sec||152 Views||Ballet Girls ident (2014 edit) (Clean)|
Hot Air Balloon ident.
| ||21sec||2147 Views||Hot Air Balloon ident|
Surfboarding Lesson ident.
| ||22sec||1683 Views||Surfboarding Lesson ident|
| ||21sec||840 Views||Surfboarding Lesson ident (2014 edit)|
Bus Bunny ident.
| ||18sec||1766 Views||Bus Bunny ident|
Candy Floss ident.
| ||25sec||1519 Views||Candy Floss ident|
| ||26sec||749 Views||Candy Floss ident (2014 edit)|
| ||16sec||221 Views||Candy Floss ident (2014 edit) (Clean)|
Night Cyclists ident.
| ||13sec||1255 Views||Night Cyclists ident|
| ||14sec||641 Views||Night Cyclists ident (2014 edit)|
Lounge Dancing ident.
| ||22sec||1101 Views||Lounge Dancing ident|
| ||22sec||552 Views||Lounge Dancing ident (2014 ident)|
Mums on the Run ident.
| ||30sec||1066 Views||Mums on the Run ident|
| ||16sec||494 Views||Mums on the Run ident (2014 edit)|
| ||21sec||134 Views||Mums on the Run ident (2014 edit) (Clean)|
| ||22sec||1330 Views||Lift ident|
| ||24sec||628 Views||Lift ident (2014 edit)|
| ||22sec||1039 Views||Fireplace ident|
| ||19sec||518 Views||Fireplace ident (2014 edit)|
| ||18sec||135 Views||Fireplace ident (2014 edit) (Clean)|
| ||23sec||1702 Views||Pugwash ident|
| ||26sec||1044 Views||Seesaw ident|
| ||26sec||546 Views||Seesaw ident (2014 edit)|
| ||22sec||1097 Views||Swimmers ident|
| ||24sec||671 Views||Swimmers ident (2014 edit)|
| ||23sec||671 Views||Swimmers ident (2014 edit) (Clean)|
| ||12sec||1048 Views||Welder ident|
| ||17sec||596 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||1261 Views||Ice Scraper ident|
| ||32sec||573 Views||Ice Scraper ident (2014 edit)|
Fish 'n Chips ident.
| ||22sec||1077 Views||Fish 'n Chips ident|
| ||25sec||576 Views||Fish 'n Chips ident (2014 edit)|
| ||20sec||1179 Views||Firebreather ident|
| ||20sec||1504 Views||Boxer ident|
| ||20sec||581 Views||Boxer ident (2014 edit)|
Road Sweeper ident.
| ||18sec||1312 Views||Road Sweeper ident|
Full and announcerless Line Marker ident.
| ||26sec||861 Views||Line Marker ident|
| ||18sec||484 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||1251 Views||Lips ident|
| ||18sec||514 Views||Lips ident (2014 edit)|
Marching Band ident.
| ||16sec||831 Views||Marching Band ident|
Tumble Dryer ident.
| ||15sec||1122 Views||Tumble Dryer ident|
| ||25sec||546 Views||Tumble Dryer ident (2014 edit)|
| ||21sec||102 Views||Tumble Dryer ident (2014 edit) (Clean)|
| ||22sec||976 Views||Seamstresses ident|
| ||28sec||537 Views||Seamstresses ident (2014 edit)|
| ||22sec||103 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||1068 Views||Rave ident (2014 edit)|
Again, another of the least-used idents last year has made its first appearance for 2014 - Night Walkers.
| ||20sec||829 Views||Night Walkers ident (2014 edit)|
Newborn Baby ident.
| ||23sec||902 Views||Newborn Baby ident (2014 edit)|
| ||20sec||860 Views||Trim ident|
| ||20sec||148 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||967 Views||Celebrate ident|