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Over the last couple of years, I worked in partnership with Undivided on a major rebrand for ITN, the 65 year old news and current affairs production company. As part of our work, we made the first major change to the organisation’s logo since 1970.

At the heart of the new logo, simple ITN letterforms signal a continued dedication to accuracy and impartiality. But this time we set free the rigid, angular line around the letters of the original logo so that it moves and responds to stimulus like a living cell. This reflects the responsive, emotional intelligence that sets ITN apart.

Animator Oscar González-Diez and I did a lot of experimentation to establish the right character for our new living logo. This edit collates some of our research. The music is one of Oscar’s own pieces and is not part of the ITN brand.

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