Blog / The story of the new ITV logo

Considering the logo’s potential

We played with logo treatments to see how it might work across the different sub-brands.

A multicoloured logo

From the beginning of the project, Rufus Radcliffe (Group Director of Marketing and Research at ITV) and I talked about the idea that the main channel would have many colours whilst the other, more specialist channels would have a single colours. Multiple colours would speak of the varied content on the main channel. In the first place, we looked at using the silhouette of the new logo as a window on an animating world of swirling colour.

This way of achieving multiple colours felt weak. I always loved Martin Lambie-Nairn’s multicoloured Channel 4 logo, and with this in mind we looked at ways of dividing the logo into distinct sections which could each have its own solid colour. The divisions are based on the flow of the handwriting on which the marque is based. To begin with, we considered having six versions of the multicoloured logo for use on and off air.

Below is a close-up on one of the six colourways.

Below is one of the colourways on a poster. The designer would choose the most appropriate colourway for the subject.