ITV has refreshed the branding across all of its six linear channels ahead of the launch of new streaming service ITVX next month.
According to the broadcaster, the new branding “turns streaming conventions on their head, or more accurately rotates them 45 degrees, with an X in place of in the more commonly used +”.
ITV already employed Pixel Power’s graphics and automation technology on its previous branding, and will continue to do so with the new refreshed identity.
All programme promos and idents are generated on Pixel Power systems, including automated trailer production, jointly developed with ITV as Project Phoenix.
“ITV Creative engaged design agency DixonBaxi for the visualisation of the new identity,” said Charlie Cooke, senior graphic designer at Pixel Power. “We worked with them to realise their concepts as dynamic graphic templates for the Pixel Power platform. This involved us in creative discussions to ensure the vision is completely captured, ensuring the graphics can be delivered with all the impact they require.”
Each type of graphic needs to be update based on the channel name and programme information determined in the schedule whilst also maintaining the brand guidelines, said Pixel Power. Once this logic is in place, the collaborative team were able to deal with the number of graphics to be realised.
Pixel Power’s platform enables the various ITV channels to retain their own distinctive look and feel within the new brand, delivered reliably and automatically through smart templates, said the company.
“Pixel Power has always given us efficiency and ease of use,” said Mark Dietz, broadcast graphics systems operator at ITV Creative. “A scheduler simply adds the programme information like title, time, and a promo image, and then a whole suite of clips is automatically generated and dropped into the right places in the appropriate playlists. It is a simple and reliable process that we are very comfortable with.
“This is the biggest rebrand that ITV has ever undertaken, and it is by far the biggest creative services project we have done. It clearly demonstrates that we have the skills and creative flair to ensure that huge jobs like this are delivered successfully and cost-effectively. The new results are stunning, and we wish ITV well with the new look,” Cooke added.
