ITV Creative/DixonBaxi: ITV brand refresh and ITVX

Ahead of the launch of its new streaming service, ITVX, ITV’s channels have been given a fresh look, with new channel branding, on-screen presentation and idents launching across all on air channels. ITV Creative and DixonBaxi partnered on the work that, as well as the new brand identity for ITVX, which launched in December.



The idents, for which ITV Creative worked with creative studio Coffee & TV, feature a range of contributors from across the UK, including Solo Donne an all female HipHop group formed in lockdown, who appear in the ITV1 version of the Train Station ident, former students from the Riding A Dream Academy (for talented young riders from diverse communities) who appear in the ITV4 version of the Cafe ident, Tandem Trekkers, a West Yorkshire-based specialist user-led cycling group that caters for blind and visually impaired riders, who appear in the ITV4 Seaside ident, and The Giant Seagulls, a roving performance group with the international street theatre company, Surreal McCoy, who appear in the ITV2 Seaside ident.

Each ident received a custom track created by Echoic to fit the tone of the channel and the creative idea.

The name and branding for ITVX was produced by DixonBaxi. Jed Carter, Design Director, DixonBaxi said: “It’s been an amazing experience working with ITV Marketing and ITV Creative on this ambitious refresh. A single coherent design system – bursting with personality – unites ITVX and ITV’s channels. A unified approach to logos, colour, typography, voice and motion connects the family of brands to create one connected brand experience while allowing each brand to express its own unique personality.”





A bespoke suite of typefaces were created by DixonBaxi in collaboration with type studio F37 Foundry. In addition, a new suite of channel audio beds were crafted by London music and sound house The Futz Butler to be used across all channels to further continue a consistent brand experience.

ITV Creative ECD Tony Pipes said: “With everything we’ve done with the On Screen Presentation, we’ve tried to make sure it’s one brand-with a twist of personality for each channel or service. With the idents, we’ve done the same, creating an ITV Multiverse, where depending on what channel you view it on, you see the same scenes but with a different view.

This gave us the chance to reflect each channel’s tone, using specially shot scenes, animation and CGI and give the viewer a new surprise depending on where they view the idents. A simple device that is full of creative potential.”


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