ITV prepares a revamped on-air design

ITV could bring back idents as part of an overhaul of its on-air look.

ITV could bring back idents as part of an overhaul of its on-air look.

It is working with BBC Broadcast and M&C Saatchi to develop a new on-air look that will work across ITV, ITV2, ITV3 and the soon-to-launch ITV4. ITV insiders denied that the channel names would change, but the blue and yellow on-air colour scheme could disappear.

Earlier this year the broadcaster axed idents featuring stars such as Ant & Dec to deliver a cleaner on-air look.

ITV also decided to focus on driving audiences between programmes and channels by using trailers and “now, then and later” side bars.

ITV marketing director Clare Salmon says: “We are reviewing our brand architecture and there may be some changes on screen in 2006.” More details of the new look are likely to emerge in autumn, when ITV is expected to embark on a major push to attract audiences across its portfolio.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here