[Scarlett.]

ITV is gearing up for its biggest brand refresh in more than six years as the company’s marketing chief begins to make his mark.

Group marketing and research director Rufus Radcliffe, who joined from Channel 4 in April last year, is examining the broadcaster’s family of channels and is understood to have been given the green light to introduce changes later this year.

Channel logos and on-screen idents are expected to be refreshed, possibly by September, with one source arguing that the company’s marketing had lagged behind some of its rivals in recent years.

Another source said that everything was under discussion in terms of taking the brand forward, but downplayed the possibility of wholesale changes, such as rethinking of the channel names.

The plans come just weeks after Radcliffe brought a £7m advertising account with agency Bartle Bogle Hegarty in-house. He now aims to turn ITV Creative into a formidable marketing unit, creating fast-turnaround campaigns across the broadcaster’s various media channels.

Radcliffe adopted a similar in-house strategy at C4, where he oversaw the relaunch of E4 and More 4, as well as introducing C4’s floating logo idents. He reports to director of television Peter Fincham, who took on responsibility for marketing in July last year.

ITV’s most recent major brand overhaul was in January 2006, when it ditched its old blue and yellow livery and introduced new on- and off-air logos for its channels.

Broadcast Now

[Sam:)]

I think they could do with new idents but the logo is fine

[Scarlett.]

The logo reminds me of when they went all generic after ITV became ITV Plc

[Smithy]

I don't like the black and yellow one, they need a new one

[Niall]

They need to just go away

[Callum]

Did you find this on TV Forum?

[Scarlett.]

Originally Posted by Smithy

I don't like the black and yellow one, they need a new one

This ident was best

[Scarlett.]

Originally Posted by Callum

Did you find this on TV Forum?

Yep haha

[Smithy]

Originally Posted by Chewy

This ident was best

It was

[Mystic Mock]

ITV suck away from The X Factor and Dancing On Ice imo.

[Scarlett.]

Originally Posted by Smithy

It was

That was right before they went to the new looking ones.

I hate the main ITV logo

[Callum]

Originally Posted by Chewy

Yep haha

Thought so 'tis a good forum

I'm personally looking forward to the new idents and logos, I've never been a big fan of the current set, they seem slightly dated now too.

[Scarlett.]

Originally Posted by Callum

Thought so 'tis a good forum

I'm personally looking forward to the new idents and logos, I've never been a big fan of the current set, they seem slightly dated now too.

Indeed it is I've always thought ITV2's logo has looked out of place with it being the only 3D one

[Scarlett.]

Apparently this is set to happen in January now rather than next month

[Sam:)]

Interesting, have they revealed the logo yet?

[Munchkins]

ITV is probably my least visited main channel tbh

[Shaun]

Needs better programming, bugger the design the news presentation is laughably hysteric, and there's too many gameshows and reality TV. Needs some substantial (perhaps cross-atlantic) programmes.

[Mrluvaluva]

A change will be refeshing. Hope they invest some money too in updating their technology although I believe they are introducing their catch up service to Sky Anytime in the autumn which will be a welcome addition.

[arista]

With SkyHD

we have ITV2/3 and 4 in HD

That is great.

[Scarlett.]

It's launching on either 14th Jan or 15th Jan.

[Petershaw1984]

Not sure i like the new itv sign

[Scarlett.]

ITV have been preparing for this over the past few days, taking down the logo on pretty much every one of their buildings

[Me. I Am Salman]

C4 is in dire need of rebranding too. They still use the same idents from at least 7-8 years ago.

[Marc]

Exciting stuff!

[Marc]

they should go for... a big ITV with maybe a 1 next to it..