2.

1-rebranding case study

In this case study I will be talking about the rebranding of
ITV. ITV1 have changed their channel to just ITV
rebranding. Also ITV changed their logo.

Rachel Cooper said in the article that the new ITV logo
would change colour due to different programmes that are
aired on the ITV channel meaning that the programmes
will be more specific.

On the left is the old ITV1 logo and on the right is the new
ITV logo.
Colour
The old ITV 1 logos colour was a mix of black, yellow,
white and blue. The writing was back and the number was
white and the outline of the writing was yellow and these
where basic colours. The blue was the background was for
the sky and the colour blue stands for freedom and
everything natural. The new ITV logos colour is a mix of
diverse colours such as black, purple and yellow etc which
may show that ITV is open to every race, religion and
gender.
Shape
The new ITV shape of ITVs new logo is that the letters ITV
are joined together which can say the letters being joined
together can give off a sense of unity or togetherness. The
logo is used in lower case letters like the last ITV 1 logo.
Size
The size of the new logo is bigger than what the old one
was. The old logo had a 1 next it but the new logo doesnt
have a 1, which could make the new logo look bigger.
I think that they rebranded the channel because the other
logo didnt give off a meaning to anyone and so this logo
allows ITV to have a diverse and multi-cultural look to it
because of the entire colour difference in the logo.
ITV still sticks to its channel corporate identity because it
is the same logo but just got rid up the 1. So ITV still
presents itself as ITV but the logo and channel has just
changed.
The Positive
The views liked the new logo because it made feel apart
of ITV because it includes everyone, its diverse.

The viewers like the logo because they like the way ITV
have used the new technology to make the channel more
up to date with the 21st century.

The negative
The older audience said they liked the older logo because
they could remember it better and that by changing the
logo confused them and couldnt remember a new logo.