Along with ITV1 and ITV2, on 16th January 2006 ITV3 introduced completely new presentation with the launch of the new ITV logo. The theme for ITV3 is 'seeing the bigger picture'.
In this ident, the main visual is a timepiece with the focus on a ladybird on the second hand.
As a rose is pruned, there is a quick transition to what could be the burning end of a cigar.
A simple allusion to size - the grandeur of a spiral staircase seen in the detail of a sea-shell.
Again, seeing the bigger picture, a coil of red rope becomes a delicate thread.
Initially the woman places a small peticoat in the case, yet when she walks away, she's seen wearing a much larger one under skirt.
