Blog / What a difference a rebrand makes: a good year for ITV

Following the network’s rebrand at the beginning of the year and the implementation of Rudd Studio’s logo design, 2013 has been a very good year for ITV.

In June, ITV won two awards at the Cannes Lions Festival of Creativity, for the main channel and the CITV rebrands.

In August, ITV was named Channel of the Year at the Edinburgh International TV Festival, reclaiming the accolade from last year’s winner BBC Two.

In late October, ITV won Gold at the MediaWeek Awards 2013 for Media Brand of the Year, winning a strong category with a shortlist including Twitter, Time Out and Guardian Media. The award recognised that ‘on a single day in January, ITV rebranded all of its properties as part of wider changes that have reversed its declining audience share and helped alter people’s opinions about the broadcaster.’

And in the Best Channel Identity category at the Promax UK Awards a couple of days ago, ITV won Gold for the main channel’s identity and Silver for the CITV identity.

The main ITV channel’s share of viewing has increased and video-on-demand viewing across all platforms is up by 13%. ITV’s ad revenue has increased by 11% in the third quarter of the year. Moreover, ITV is the number-one commercial broadcaster for brand health and brand love, according to YouGov’s brand tracker.

The joint efforts of Rudd Studio and ITV Creative led to clarity about the organisation’s strengths and qualities, and subsequently a focussed public-facing image which audiences are now warmly connecting with.

This project illustrates, we at Rudd Studio believe, that even complex organisations like ITV should identify their essential qualities, and communicate these in the purest way through their branding. This can present challenges, because different parts of big organisations have different priorities, but it is for the best. An organisation must stand for something, and colours must be nailed to the mast. In ITV’s case, beautiful, endlessly changing arrays of colours.