ITN has announced a rebrand for the first time in decades, which it said signals its evolution from a legacy British news organisation to a global player in news, factual, sports, education and branded content.
The former ITN logo had been one of the longest standing in British broadcasting having been largely untouched since 1970. ITN said its new brand identity “is built around a newly defined purpose and a new strapline: ‘Truth to Life'”, with a fresh animated logo which “responds to its environment, reinforcing ITN’s reputation for innovation; its ability to reflect changing audience needs and its more varied portfolio.”
“Our challenge was to pay homage to our powerful legacy as a trusted, impartial news provider, at the same time as re-articulating who we are and what we stand for today,” said ITN CEO Rachel Corp. “Our challenge was to pay homage to our powerful legacy as a trusted, impartial news provider, at the same time as re-articulating who we are and what we stand for today. We homed in on how we are a purpose-driven organisation with a mission to bring ‘truth to life’ and put people at the heart of everything we do. This resonates across all parts of ITN and creates a distinctive and future-facing business proposition with a clear ethos.”
Founded in 1955, ITN and has established a reputation for producing independent journalism through news programmes, current affairs series and digital services across the ITV network, Channel 4 and Channel 5. Its business is now made up of seven divisions: Business, Education, Newsrooms (ITV News, Channel 4 News and 5 News), News Production, Post Production, Productions, and Sport.
Stefan Terry, strategy director at Undivided, who worked on the rebranding project, added, “ITN made its name by telling true stories with more emotional intelligence and impact. It’s something that’s even more important today than it was back in the 50s and it’s clear from working with ITN’s people that the mission to ‘bring the truth to life’ still drives them. As a positioning, it shows how seriously they take their role as a truth-teller, and it sets them apart as a brand that can create magnetic, factual content for all kinds of audiences; from Channel 4 current affairs viewers to true crime lovers on Amazon Prime.”