ITV2 2008 – 2013 Branding

On 20th August 2008, ITV2 unveiled a new green look, created by ITV’s in-house agency ITV Creative to reflect the lives of its core 16 to 34 year-old audience, including the importance of socialising, music and connectivity.

ITV group marketing director David Pemsel said ‘The rebrand of its youth-oriented digital channel will spurn ‘being cool’ for playing to its strengths of ‘fun’ and enjoyable entertainment. We have avoided using the word ‘cool’, Channel 4 does cool. We’re about being as fun and uncynical as possible. The tone is very important. To make it cool was not an aspiration.”

Pemsel also admitted that although ITV2 targets the same demographic as E4, Channel 4’s digital youth channel, it is not seen as cool in the way E4 is, and also admits that it is ‘very, very difficult’ to shake off the dominance of ITV1 and develop a channel without the same values. They repositioned around content, which is now ‘much, much better’; as over the past three or four years either the programming was stronger than the brand, or vice versa.

The rebrand included an updated logo, new continuity idents and a 60-second TV spot which breaks this week featuring ‘key talent’.

ITV2 Programme Promotions