ITV undergoes brand refresh to lend equal weight to broadcast and streaming

UK commercial broadcast ITV has launched a unified brand across its channels ahead of its launch of ITVX on December 8. 
Following in the footsteps of Channel 4 a week ago, a move which saw Superunion’s chief strategy and innovation officer Matt Boffey ask if broadcast TV was having a mid-life crisis, ITV Creative has worked with design partner DixonBaxi to lay new foundations. ITV says it is the first time it has launched new idents network-wide. 
These idents will accompan