The ITV television network in the United Kingdom began as a group of regional stations, each with their own identities. Each station used its own idents to create an individual identity.
In 1989, a first attempt to establish a national ITV corporate identity was made, which saw regional brands combined with a new national ITV brand. The attempt had only limited success: some companies never adopted the ITV branding, while many others later diluted or abandoned the ITV component as time progressed. A second attempt in 1998 was more successful, but was still rejected or significantly modified by some companies.
In 2002, a major change of appearance occurred when all ITV regions in England adopted national continuity. Regional logos vanished and regional names were mentioned only before regional programmes. Effectively this left ITV1 in England looking like a national channel with slots for regional opt-outs – like BBC One – rather than a group of independent regional broadcasters sharing programmes. The unification was consolidated in 2004 when Granada plc acquired Carlton Communications to form ITV plc. By then, the two companies had acquired all the regional Channel 3 companies in England and Wales. ITV plc later acquired Channel Television in the Channel Islands and UTV in Northern Ireland.
This article looks at the history of presentation of the ITV brand on the main ITV network. The other digital channels owned by ITV plc also adopted logos very similar to the main ITV channel but with different colour schemes and background images; these are not covered by this article.
When ITV was incepted in 1955, every regional company had its own individual logo and identity for its own use and identification within the network. The name "ITV" was rarely used on air and had no associated broadcast logo.
From the mid-1970s to the mid-1980s, the IBA (Independent Broadcasting Authority) regulator used a matching pair of logos for ITV and ILR (Independent Local Radio), but these appear to have been used in print only.
From 1981, a generic, 'blocky-looking' logo was used infrequently throughout the 1980s, often in a rainbow colouration for promos produced by the "Big Five" franchises (Thames Television, London Weekend Television, Granada Television, Yorkshire Television and ATV/Central Independent Television), as well as holding slides used by some of the regions and Channel 4 (for cross-promotion purposes), but it was never widely used as the centrepiece of an identity.
A new generic ITV logo was introduced on 1 September 1989 and accompanied a first-time, national on-air identity designed by English Markell Pockett with music by Lord David Dundas. The logo was the centre of a whole branding package; there was a national logo and regional logos for all of the ITV franchises. Each franchise had a distinctive portion of their logo included into the V of the ITV logo. The ident was generally formed by beginning with the franchisee's logo, then going into a sliding sequence featuring an arctic tern, a couple in period dress, Big Ben, an athlete, and a pair of dancers before the regional ITV logo is reformed. Along with this, each franchise received a regional clock, trailer style, network font, and break bumpers.
However, their new look did not go as the designers intended:
Their look was dropped at various times depending on the region:
On 5 October 1998, the ITV logo was changed to a lower-cased blue and yellow affair. This was in line with the fact that with the uppercased ITV logo used previously, the viewer perception of ITV was a high-brow stuffy channel, it was not aimed at younger audiences. ITV changed the logo to reverse the younger audience's perceptions.
On 8 November 1999, the next generic look was launched, designed by English and Pockett with music by Lord David Dundas, both of whom were involved with the last look. The main theme of the look was the ITV slogan of 'TV from the heart'. There were three variations of the ident.
The lines and static idents could also feature a spinning hearts background that was tinted brown that was used during Daytime schedules. The look was accompanied by a clock superimposed on a spinning hearts background, as well as promotions provided by ITV's Network Promotions Unit. A heartbreak bumper was also provided. Upon launch and over time, some changes were made to the look:
As with the last look, not all of the companies adopted it:
Once again like the last look, it was dropped at different times:
On Monday 28 October 2002, a new idents package was rolled out across the regions using the central theme of a celebrity posing 'backstage'. There would be a clip of the celebrity chilling out when they were supposedly off-screen. The 'ITV1' logo had been softened with smoother edges by this point and it would animate on in the bottom right-hand corner, being formed from 3 aligned blue blocks and one yellow block. This package also coincided with the centralisation of continuity from the English, Isle of Man, and Scottish Border regions to London. As a result of this, announcers were always from a national team of six live from the Carlton/LWT continuity booth, even with regional idents. Wales retained its own announcers for the time being.
The regional versions of the idents were now only used in Scotland, Wales, and Northern Ireland throughout the day. The other regions had their own idents specifically for use before local programmes. These varied subtly by region:
The set of idents were updated with new sets and celebrities on 1 September 2003, with the sets more pronounced blues and yellows and removing the backstage feel. Along with this, news ident graphics and the backgrounds to the regional idents were changed to overlapped blue squares.
A number of regions changed their identities throughout the period:
The look was dropped at different times:
The 1 November 2004 heralded a new on-air look coinciding with the launch of ITV3. The ITV1 logo was reworked, splitting it into separate squares. On-screen, the boxes were arranged as a large yellow square containing the '1' with blue ITV boxes on top. This logo would be seen against a generic background of a blue sky with clouds, windows of a high-rise building, underwater with bubbles floating by, and dark blue ribbons flowing against a blue background.
The plan for these Idents was to use them as mini-menus showing what is coming up soon. The Idents would zoom to the left allowing a short video and description of the upcoming programmes to be shown before the panels of the videos become part of the ITV1 logo in the centre of the screen. They were not designed to be traditional idents, however, despite the fact that ITV took on a team of associate producers to produce these promotions, the promotional idents were used less and less as the months go on.
During this period, ITV spent a lot of this period using themed idents specific to particular programmes, such as Celebrity Love Island.
Once again, not all of the companies took the look:
Regional idents were available and featured the ITV1 ident with the region name written under the logo, to a background of different shades of dark blue. However, the ident was becoming less frequently seen, usually only before some local news bulletins and the decreasing number of regional programming. ITV1 Wales was the exception to the rule, with a Wales name added to the bottom of all idents in their package.
The ITV plc regions, the only regions to adopt the look, dropped it in 2006 in favour of a complete overhaul. Final idents (ribbons and clouds) were shown on 16 January 2006 before GMTV, without spoken continuity announcements.
On 16 January 2006, a brand new logo and presentation package was unleashed. It brought ITV1, ITV2, and ITV3 in line with ITV4. It was part of a major rebrand of the ITV network, known as Brand 2010, which also included the News and Sport divisions as well as off-screen content. It was designed by Red Bee Media following a perception analysis carried out by the audience. The results stated that although all the ITV channels had a good combining brand, with the ITV logo, they all looked the same, couldn't be told apart, their programming values were blurred and the ITV logo itself was getting boring.
The solution was to make a new logo in a rounded-off box, involving the lowercase itv. These, it was claimed, made the service look friendly, retaining what had been attempted in 1998, and yet fresh and crisp. From there they added an extra rectangle on the other side of the channel name. All channels shared this look with the colour being the only main difference with the exception of the name. This provided the distinctiveness, yet unity they sought.
The ITV1 idents were created on the basis that ITV1 provokes "an emotional response in all of us" and therefore the so-called 'Emotion' idents were created. Many were shot in South Africa and featured a montage of unrelated scenes, which include such things as a man rubbing his bare chest, girls rolling down a hill, and two people hugging trees. These represented moods such as joy, pride, sadness, love, etc. In them, the 'ITV1' logo would open out and enclose the footage it was superimposed onto. The exception to the rule was one of the ITV1 logo on a black background, used to introduce the news.
The look was controversial both with critics, online and in print, viewers and ITV bosses who saw the look as too vague. This look had one regional ident, Pride which was used before regional programming and also for a time at the 19:00 and 22:30 junctions on Thursdays, with an announcer name-checking the regional station on some occasions. These were the last ITV idents to include the region's name onscreen. ITV1 Wales also had a full selection of idents for a time before they began using the standard ITV1 idents with Wales added on the live television feed during transmission.
Only two of the four ITV parent companies adopted any part of the look:
The Idents themselves and their contents:
|Love||Starts with a mum hugging her young son, then we see a woman picking up a pair of pink high heels, followed by a man rubbing his belly, and finishing with two people hugging a tree. A version of this was created for Prehistoric Park in which the third scene is edited out and pterosaurs from the program flew past the tree-huggers.|
|Pride||Ident starts with a lady placing a home-made card on a shelf, followed by a young boy taking a tray of breakfast and a card to his mum, that is then followed by a man cleaning his car, we then see a boy who has just had a tooth come out, then finally a man bringing a motor scooter out of his garage and placing it alongside his other scooters.|
|Joy||We start with a woman enjoying a walk in a sunny forest, we then see a dog with its head out a car window, then a couple enjoying a paddle in the sea, followed by a woman laughing as she comes out of a tent, and finally we see several children rolling down a grassy hill. A version of this for Prehistoric Park showed the first scene including a Titanosaurus.|
|Surprise||A bucket of water is thrown over two people sunbathing, then two children jump out of a cardboard box, followed by a newspaper blowing past a pedestrian's face, then finally a man comes out of a tent in a field and starts chasing several cows.|
|Fun||A boy bangs two cymbals together, then two people eat giant slices of chocolate cake, next we see several children sliding down a water slide, the next scene sees a dog's tail wagging, and the last scene sees two pigs enjoying the mud.|
|Embarrassment||We first see a man on a beach trying to get changed with a towel wrapped around him as two people walk past looking, we then see a lady at a party with her dress tucked in her underwear, then a boy is seen with an embarrassing hair cut, then the last scene sees a man on a busy train fall asleep on someone's shoulder.|
|Anticipation||This ident is different from all the others because it only has one scene in the whole ident. A man is seen waiting at a cinema holding a single rose in his hands. This is a more sombre ident and was often used to introduce the news.|
|Sadness||We first see an emotional woman hugging a man, then a girl is on her own in a school corridor while a group of kids nearby laugh and chat, we then see a lady in bed crying, and the last scene sees a man in a cinema sat at the end when everyone else is leaving. This is another sombre ident and was mainly used before drama.|
|Sport||This ident is typically used for sports programmes and focuses on various emotions felt from different sporting events. We first see a boxer looking quite nervous as he has boxing wrap removed from his hands, we then see another boxer in the ring being treated and having water put on him to cool down, we then see a football match and a penalty taking place, and finally, football fans jump up and cheer when a goal is scored.|
The next presentation of ITV1 was launched on 13 November 2006, just 10 months after the last new look. Following the issues with the previous one, the themes were changed slightly: the logo remained the same shape and style, but with the letters, ITV changed to black so as to contrast with the yellow of the logo better. This look also saw another change for regional idents for the ITV plc-owned stations; the regional names were now used leading into the regional news only.
The ident films themselves were scrapped and a new set was created following the theme of "Alive with Colour" with ITV promoting the new idents as the "second phase" of the look introduced in January. The idents, based on the previous set by Red Bee Media, were designed by The Mill and produced by Blink Productions and Pleix include surreal scenes featuring yellow colours to the same audio track. The look launched with six idents: 'Beach', 'Bike', 'Lake', 'Market', 'Basketball' and 'Pavement Art', with another 4 added on 3 September 2007 which runs in tandem with the previous ones. These latest idents included an ITV1 logo that was bigger than the ones launched in 2006 but retained the same soundtrack.
In April 2010, ITV1 HD was launched, featuring an updated glossier logo based on that of ITV1. In response, ITV1 changed its logo to the glossier version and launched another four idents. These latest idents have been noticeably different from their predecessors: the logo was once again larger and faded on in parts. They also featured individual soundtracks based on those previously and the style of the ident themselves, namely the shooting of them, was very different from those before them. They were accompanied on-screen by updated programme promotions, end credit promotions, stings, and break bumpers.
Because of these changes, all of the idents were updated with the new logo, including making it bigger in many places. However, the soundtracks remained the same causing some to question why the other idents weren't changed with the new looks. Viewer opinions suggest that the original music is unpopular, but the ident package itself is generally popular. This has been the longest-lasting ITV generic look to date, lasting far longer than the 1999 Hearts, and being kept by far more companies and for longer collectively than the 1989 Generic look. The primary criticisms of the look have been the scrapping of regional idents. All regions are introduced with a national ident and the region is not referenced in the announcement. The exception to the rule is ITV1 Wales, with includes the word 'Wales' either underneath the ident or located in the bottom left-hand corner of the ident. The Wales ident was used before all programming except overnight for the first few years of the rebrand before being quietly relegated to regional junctions only.
This package was only seen in some areas of the ITV network, however:
The ITV plc regions, the only regions to adopt the look, dropped it in 2013 in favour of a complete overhaul.
The idents include:
|Beach||The ident starts as a simple beach scene when the yellow windbreak suddenly bursts out to the side and starts to fly up soon to be joined by an orange windbreak. The logo appears from behind the windbreak. Edited in April 2010||November 2006 – January 2013|
|Lake||A single person rows a small wooden rowing boat with schools of yellow and orange fish swimming in the lake below. The logo appears from behind a tree. Edited in April 2010||November 2006 – January 2013|
|Bike||A woman rides a bike at night through a dark street only lit by street lamps. Fireflies swarm around the street lamps. The logo comes out from the side of a tree. Edited in April 2010||November 2006 – January 2013|
|Market||An ornate curtain floats up revealing an exotic street market. The camera follows one man and then follows a second man through the market. Throughout the ident, small yellow birds fly around. The logo appears from behind the second man. Edited in April 2010||November 2006 – January 2013|
|Basketball||An Ivy like plant grows up the back of a basketball hoop. The camera pans around revealing the full basketball court. The green plants start to cover the whole court and yellow flowers begin to grow. The logo sprouts open like a flower when the yellow flowers open on the back of the basketball hoop. Edited in April 2010||November 2006 – January 2013|
|Pavement Art||The ident starts with several people painting large yellow stripes on what first appears to be a pavement. We soon see they are actually painting on a rooftop as the camera pans over the edge of the building. The yellow stripes continue down the side of the building and onto the ground below where they form unusual patterns. The logo appears on the ground when the camera moves over the edge of the roof. Edited in April 2010||November 2006 – January 2013|
|Bubbles||People in a park are blowing bubbles of all different sizes. Soon several very large bubbles come into the shot and float up. The logo is revealed behind one of the large bubbles floating up. Edited in April 2010.||September 2007 – January 2013|
|Garden||In a family's back garden, the camera moves into the undergrowth revealing a whole new miniature garden where yellow flowers and mushrooms grow as a butterfly flies around. The logo is revealed as the butterfly flies over. Edited in April 2010||September 2007 – January 2013|
|Buildings||The ident starts with some people enjoying lunch shaded by large yellow and white umbrellas. We soon see they are surrounded by many tall buildings. As the buildings are revealed, the windows start to shimmer, then the windows start to open like shutters producing yellow reflections. The logo is revealed in a series of shutter-type movements amongst the windows. Edited in April 2010||September 2007 – January 2013|
|Fountains||A man and a dog walk down a large dark alley full of puddles. Soon after the man and the dog turn into a smaller alley, yellow fountains start to erupt from the puddles lighting up the alley. The logo fades in amongst the fountains. Edited in April 2010||September 2007 – January 2013|
|Sunflowers||A dark field soon erupts with colour as hundreds of sunflowers all open up to face the sun and sway in the wind. The logo fades into three parts. First aired Friday 9 April 2010.||April 2010 – January 2013|
|Lanterns||People at a festival all release Chinese lanterns which slowly float up into the night sky. The logo is revealed behind one of the lanterns. First aired Friday 9 April 2010. The ident was later withdrawn because the National Farmers Union criticized ITV for the dangers of Chinese lanterns. However, it was later returned for 13 days in January 2013 before the channel was rebranded.||April 2010 – August 2010; 1–14 January 2013|
|Snakes and Ladders||A team of builders and painters are doing work on a large building with the help of scaffolding resembling a Snakes and Ladders game board. Some workmen keep abseiling down the scaffolding and pallets of building materials are lifted up. The logo fades in as three parts and becomes part of the scene with the workmen seen in front of it. First aired Sunday 11 April 2010.||April 2010 – January 2013|
|Dodgems||At a fairground, dodgem cars suddenly start moving by themselves and start to perform a routine. The logo fades in as three parts. First aired Saturday 17 April.||April 2010 – January 2013|
|Christmas 2008/2009||ITV1 launched a new festive on-screen package in 2008, the package consisted of one ident, 11 break bumpers, and festive versions of promos, end credit promotion and holding boards. The ident starts with a gold animated sketch style star bursting open followed by a gold tree. Various Christmas related items are seen floating round the tree in the same gold sketch style. The ident featured an edited arrangement of the regular ident music. First aired Saturday 13 December 2008, and seen again next year from Saturday 19 December.|
|Christmas 2010||A new festive presentation package was introduced on the channel in December 2010. The package featured one ident, four break bumpers and festive promos, but this year's package was lacking festive versions of the end credit promotions. The ident starts with many small fairies carrying a large glass looking '1' and putting it into place within the large golden ITV1 logo. Throughout the ident, several other small fairies are carrying smaller '1' symbols. This is all set in the night sky above a lit up city. First aired Saturday 11 December.|
|Christmas 2011||This year ITV1 decided to use their existing idents but with the addition of the Text Santa characters appearing on screen interacting with the logo. Text Santa is ITV's Christmas charity initiative and the branding features a range of characters known as 'Santa's Little Helpers'. The break bumpers also follow suit with the characters appearing and interacting with the logo. First aired Saturday 10 December.|
|Christmas 2012||For 2012, the presentation package is themed upon a golden, magic Christmas tree, made up of various ornaments, including tin soldiers and baubles. Three different variations of the ident were produced, one which revolves around a train set, another which adds the Rovers Return and The Woolpack pubs – references to Coronation Street and Emmerdale respectively – within the tree. Both these idents end with the golden tree placed in the corner of a house, next to a fireplace with a gold coloured 'ITV1' logo appearing at the bottom left corner of the screen. The third variation of the ident focuses on reindeer merry-go-round with the 'ITV1' logo on top of it. This version of the ident will be used to introduce news bulletins, the Queen's speech and other serious programming over this festive period. First aired Saturday 1 December, which is the earliest date that ITV have ever began using Christmas presentation.|
On 15 November 2012, it was announced that ITV1 was to receive a rebrand in January 2013, in which it would revert to its old name of ITV. A new "curvy" logo was introduced with new idents and presentation package. This was first implemented on 14 January 2013. On the same day, ITV1 +1 and ITV1 HD were rebranded to ITV +1 and ITV HD respectively, whilst sister channels ITV2, ITV3, ITV4, and CITV all received new idents and presentation based upon the new corporate logo (later two new channels based on the 2013 ITV logo, first ITV Encore from June 2014, and then ITVBe from October 2014 were also joined the sister channels).
ITV's new idents were created to reflect "everyday life of the Great British public". New idents will be brought in on a consistent basis to reflect the four seasons – Spring, Summer, Autumn, and Winter. In addition, the new ITV logo changes colour on each ident, a process named as "colour picking", in which each segment of the logo adopts the colour of whatever passes behind it.
This package is only seen on the ITV plc owned companies of Anglia, Border, Central, Channel Television, Granada, London, Meridian, Tyne Tees, Wales (Later ITV Cymru Wales), West Country and Yorkshire.
UTV fully used the look, when ITV plc bought the channel in February 2016 and relaunched it on 17 October 2016 to match ITV's 2013 branding.
The STV Group companies of STV Central and STV North have refused their new look, instead continuing with their triangle flip idents introduced on 23 March 2009, before being rebranded on 2 June 2014.
These are the idents to have been featured so far:
At Christmas 2013, a selection of the Winter set of idents returned for use before non-entertainment programming such as news broadcasts. Following the withdrawal of the Christmas idents, the complete set returned for its second rotation on 2 January 2014, all in edited form: as with the subsequent sets, the idents now have the logo form-up much earlier, and it stays on for the remainder of the duration. (Fire Breather, though, is an exception which remains unedited until 1 January 2016.)
|Ballet Girls||A group of young girls, dressed in full ballet outfits, sit, chat and relax as they prepare for their lesson. First shown at 11:30 am on 14 January 2013.||January 2013 – January 2019|
|Boxer||A boxer warming up in the ring, dressed in a blue vest.||January 2013 – January 2019|
|Bus Bunny||On a busy bus, the camera pans to see a man getting on a sitting down towards the back of the bus. Once he is sat down, it is revealed that the female passenger sitting alone in the back seat is wearing flashing bunny ears. First shown at 5:00 pm on 14 January 2013.||January 2013 – January 2019|
|Candy Floss||Two hands are seen holding a stick and placing it inside a flossing machine to make a ball of candy floss. First shown at 3:00 pm on 14 January 2013.||January 2013 – January 2019|
|Fire Breather||A man sprays fluid from his mouth that hits a stick of fire to give the illusion of breathing fire, he repeats this twice. First shown at 8:30 pm on 14 January 2013.||January 2013 – January 2019|
|Fireplace||A man places wood onto a burning fireplace to keep it warm in the living room. First shown at 7:00 pm on 14 January 2013.||January 2013 – January 2019|
|Fish n' Chips||One couple eating fish n' chips inside a takeaway, whilst looking out the window. The camera then pans to show four other people eating fish n' chips in the rain outside.||January 2013 – January 2019|
|Hair Trim||A man with a star on his head is trimmed off by a barber woman using a hair trim and a red comb in the barbershop. First shown at 4:00 pm on 14 January 2013.||January 2013 – January 2019|
|Hot Air Balloon||The ident reflects an inside of a hot air balloon, which has a red, white, and blue chequered design. First shown at 9:25 am on 14 January 2013.||January 2013 – January 2019|
|Ice Scraper||A woman scraping the ice off her car windows. Seasonal ident shown on the first rebrand weekend (when snow hit the UK).||January 2013 – January 2019|
|Lift||Two people travel up a lift as they admire the view of the London skyline in front of them. First shown at 11:25 am on 14 January 2013.||January 2013 – January 2019|
|Line Marker||A line marker is shown painting lines on a football pitch. First shown at 7:30 pm before an FA Cup match on 16 January 2013.||January 2013 – January 2019|
|Lips||A woman is shown applying some lip gloss. First shown at 12:30 pm on 14 January 2013 before showing Loose Women.||January 2013 – January 2019|
|Lounge Dancing||An elderly couple ballroom dance to swing music in their living room. First shown at 7:30 pm on 14 January 2013.||January 2013 – January 2019|
|Marching Band||A band in formal uniform plays their instruments as a crowd looks on in the distance. First shown at 8:00 pm on 14 January 2013.||January 2013 – January 2019|
|Mums On The Run||Several mothers, wearing a various range of exercise clothing, are seen jogging up and down a flight of stairs in different directions. First shown at 6:00 pm on 14 January 2013.||January 2013 – January 2019|
|Night Cyclists||A group of cyclists rides through a deserted street in the middle of the night on their bikes with their rear lights flashing. First shown at 10:00 pm on 14 January 2013.||January 2013 – January 2019|
|Night Walkers||A group of people is seen walking on a street at night.||January 2013 – January 2019|
|Pugwash||A dog is given a bath by their owner in the sink. This was the first of the new idents to break cover, appearing on the channel's YouTube account on 13 January 2013, before receiving its first airing on television at 10:30 am the next day. This was the last ident of the 2013 idents to be ever shown.||January 2013 – January 2019|
|Rave||A large group of people is shown at a rave.||January 2013 – January 2019|
|Rescue Boat||A lifeboat speeds across a deserted sea. This was the first ident in the new set to be shown on television at 6:00 am on 14 January 2013.||January 2013 – January 2019|
|Road Sweeper||A road sweeper cleans a street early in the morning, the road sweeper drives up Gibb Street in Birmingham's Custard Factory, past a railway arch with artwork of an orange octopus on the archway, the amber beacon on the road sweeper illuminating this.||January 2013 – January 2019|
|Seamstresses||A group of women is shown knitting a large sheet of material.||January 2013 – January 2019|
|See-Saw||Two boys are seen enjoying a go on the see-saw in the playground. First shown at 2:00 pm on 14 January 2013.||January 2013 – January 2019|
|Surfboarding Lesson||A young couple practices surfboarding techniques on the shore of the beach as their dog looks on in bemusement.||January 2013 – January 2019|
|Swimmers||A group of people is seen emerging out of the water after a morning swim in the sea. First shown at 12:30 pm on 14 January 2013 before Loose Women.||January 2013 – January 2019|
|Welder||A man is shown welding some metal. First shown at 1:30 pm on 14 January 2013.||January 2013 – January 2019|
|Tumble Dryer||Two boys are seen looking into a tumble dryer whilst it is operating.||February 2013 – January 2019|
|Newborn Baby||A new baby is shown sleeping as his mother kisses him.||March 2013 – January 2019|
|Celebration||A group of people celebrates the New Year of 2014, whilst this ident is advertised by ITV. This was used to introduce a special Lego-themed ad break on 9 February 2014.||February 2014 – January 2019|
On 13 April 2013, three months on from the rebrand, ITV introduced a new set of idents. A notable change with these idents is that the logo stays on screen until the end whereas in previous idents would fade away during the ident.
|Windy Beach||Three people struggle to keep their deckchairs and other beach items in place in a strong headwind.||April 2013 – December 2018|
|Dance Crew||A group of people performs a street dance to an onlooking crowd. First shown to introduce the first episode of the seventh series of Britain's Got Talent.||April 2013 – December 2018|
|Caterpillar||A boy is watching a Caterpillar crawl slowly in the trees, then covers softly by the boy's right hand.||April 2013 – December 2018|
|Hen Party||A group of women with Hen Party Vote ribbons around their shoulders is seen dancing during the Hen Night in the Arcade stylized Hen Dance.||April 2013 – December 2018|
|Waltzers||Some people are riding on the waltzers and are having a great time.||April 2013 – December 2018|
|Hook-a-Duck||A large pool of rubber ducks as part of a 'Hook-A-Duck' fairground game is seen.||April 2013 – December 2018|
|Control Room||Three people are seen monitoring CCTV images in a control room. Often used to precede the ITV News.||April 2013 – December 2018|
|Bingo||Everyone is playing bingo and then a woman wins.||April 2013 – December 2018|
|Horse||A horse is preparing to ride.||April 2013 – December 2018|
|Record Shop||A man is looking through the CDs and eventually finds one he likes.||April 2013 – December 2018|
|Florist||A woman buys some flowers in the flower shop.||April 2013 – December 2018|
|Rowers||A group of four women is rowing down a river.||April 2013 – December 2018|
|Greenhouse||You can see a man in his greenhouse.||April 2013 – December 2018|
|Farmer||A farmer is rounding up his sheep.||April 2013 – December 2018|
|Fake Statue||A man is pretending to be a statue.||April 2013 – December 2018|
|Baby's Dinner||A baby makes loads of mess with his food.||April 2013 – December 2018|
|Bungee Jump||A person is seen leaping off a platform and being suspended by a bungee cord.||April 2013 – December 2018|
|Bowling||Various people are seen bowling balls down lanes in a ten-pin bowling alley. They are two variations in this ident.||April 2013 – December 2018|
|Bunny||A rabbit is shown washing its face. Seasonal ident for Easter, first shown on Good Friday.||April 2013 – December 2018|
|Chicks||A group of newborn chicks. Seasonal ident for Easter.||April 2013 – December 2018|
|Lamb||A lamb is helped by a man with drinking milk for feeding. Seasonal ident for Easter.||April 2013 – December 2018|
On 8 June 2013, ITV introduced its latest set of idents.
|Meerkats||Children watch on from a viewing dome as meerkats go about their daily lives.||June 2013 – December 2018|
|Fish Landing||Men are seen staking trays of fish on a jetty.||June 2013 – December 2018|
|Dive Bomb||A young man dives into the water, watching from below.||June 2013 – December 2018|
|Pigeon Racing||Pigeons are released from their carrier vehicle. Often used to precede the ITV News.||June 2013 – December 2018|
|Urban Bees||A beekeeper views the honeycombs his bees have made.||June 2013 – December 2018|
|Water Slide||Children are seen using a waterslide.||June 2013 – December 2018|
|Airport Luggage||People are seen collecting their luggage from a conveyor belt at an airport.||June 2013 – December 2018|
|Amazing Hats||A group of women is seen each wearing unusual and decorative hats.||June 2013 – December 2018|
|Car Boot Sale||A collection of items are seen at a car boot sale, attended by several people.||June 2013 – December 2018|
|Jamaican BBQ||A family of Jamaican friends prepares to cook some food with a barbecue.||June 2013 – December 2018|
|Jewellery Shop||A woman points out which item she would like to purchase from the window of a jewellery shop.||June 2013 – December 2018|
|Sun Cream||A mother rubs sun cream onto her son's back at the beach.||June 2013 – December 2018|
|Sack Race||Several fathers partake in a sack race at a school during sports day.||June 2013 – December 2018|
|Mountain Bike||A man is seen spraying hose water on his dirty mountain bike.||June 2013 – December 2018|
|Sand Castle||A father is seen helping his young son build a sand castle.||June 2013 – December 2018|
ITV's autumn set of idents was introduced on 31 August 2013.
|Skipping Rope||A boy trains using a skipping rope.||August 2013 – December 2018|
|Hula Hoop||A girl swivels an electronic hula hoop around her tummy. Two versions of this ident were produced – its initial launch did not show the ITV logo clearly.||August 2013 – December 2018|
|Festival||We see a number of people in a crowd, some of them wearing accessories, when suddenly they all start jumping. The first showing of this ident was to introduce the first episode of the tenth series of The X Factor, with its continuity announcement provided by the show's host, Dermot O'Leary.||August 2013 – December 2018|
|Concert||A blurred image shows for a few seconds, then becomes clearer to reveal a crowd at a concert who holds their hands above their heads and claps to the beat.||August 2013 – December 2018|
|Delivery||A workman struggles to pull up an assortment of packages backwards up a flight of stairs.||September 2013 – December 2018|
|Surfers||A bunch of bodyboarders paddles in some waves in the sea.||September 2013 – December 2018|
|Rhythm Gymnastics||Numerous pairs of legs dance freely in amongst yellow ribbons in a gym.||September 2013 – December 2018|
|Exercise||In another gym-based ident, women dance to the beat.||September 2013 – December 2018|
|Night Fishing||In a nocturnal ident, a motorboat carries two fishermen who are trying to catch fish.||September 2013 – December 2018|
|Fish n' Chips (At the Counter)||In a variant of the Fish n' Chips ident shown in the original set, pies are shown, then sausages, then some fish, then more pies and chicken nuggets, and then an attendant adding vinegar and later salt on some fish n' chips and wrapping them in a napkin.||September 2013 – December 2018|
|Snail Racing||Multiple snails approach a finish line. One snail is picked up by a boy.||September 2013 – December 2018|
|Ballerinas||Four ballerinas in tutus dance around in a circle. One of the tutus is black, the others are white.||September 2013 – December 2018|
|Lake Swimmers||Many men in wet suits jump off a bridge into the water and start to swim towards the camera.||September 2013 – December 2018|
|Commuter||We see a window view of a train, and then we see two men. One is reading the newspaper, and the other is checking his tablet.||September 2013 – December 2018|
|Conkers||An old man holding a conker faces another person holding a conker off-screen. With one quick blow, the old man crushes the off-screen person's conker.||October 2013 – December 2018|
|Slide||The ident reflects as the young man slowly slides down to the playground whereas the two women run off.||October 2013 – December 2018|
|Leaves||A group of children playing and throwing some leaves outside the garden.||October 2013 – December 2018|
|Leaf Blower||A man is using the leaf blower to blow off the leaves outside the field near the castle.||October 2013 – December 2018|
|Drenched Dog||A dog is so soggy, then shook itself with wet spits but the woman helps the dog to dry them all wet off.||October 2013 – December 2018|
|Wood Chopper||A man is using an axe to chop some wood and take those wood back to the cabin.||October 2013 – December 2018|
|Fireworks||A group of people watches the fireworks to celebrate bonfire night.||November 2013 – December 2018|
|Sparkler||A girl is holding a Sparkler with fizzes of sparks, while this ident is advertised by ITV.||November 2013 – December 2018|
On 29 December 2014, ITV introduced 4 new idents from January 2015 and later, more new idents from February 2015 onwards.
|Board Game||A family gathers around the table and plays a game of chess board together.||December 2014 – December 2018|
|Bathroom Scales||A man is using the weighing scale to scan the weight of fat length, before measuring it, he first, takes his bathrobe off, then drops his slippers down, then starts weighing.||January 2015 – December 2018|
|Horses||A couple of riders are riding horses that trot the murky sands of the sea, both horses and riders are joyous about the journey.||January 2015 – December 2018|
|Hands in the Air||A large crowd of people waving hands and jumping up and down to the roaring beat. This ident was first shown to introduce the first episode of the seventeenth series of Stars in Their Eyes.||January 2015 – December 2018|
|Topiary||An old lady is using scissors to trim the tree-like topiaries made of sculpture, hence the background of the peacock topiary.||February 2015 – December 2018|
|Flamingos||A man is using a big scoop to add some spinach seeds and then feeds to the colony of flamingos as they eat seeds and flapping wings.||February 2015 – December 2018|
|Woman on the Train||A woman is snoring on the train inside the view of the window. Often used to precede the ITV News.||February 2015 – December 2018|
|Penalty Kick||During a game of football, a group of football players tried to kick the ball, but the boy was held by the red team. Then the referee blows his whistle to start the penalty kick again. First shown to introduce the first episode of the new series of Play to the Whistle.||April 2015 – December 2018|
|Field Trip||A couple of girls go outdoor camping and read some maps and books during a field trip.||May 2015 – December 2018|
|Ice Cream||An ice cream man adds a sprinkle next to an ice cream, then gives it to a young girl, and enjoys eating. This ident first appeared on ITV's YouTube channel as spring ident in 2013 but was never used on-screen until 2015.||May 2015 – December 2018|
|News at Ten||A group of people is seen walking with cars, taxicabs, bikers, and buses driving in the Palace of Westminster, London with Big Ben at night (which is 10 o'clock from the clockface). They are three variations in this ident (including one set in the afternoon where it's 5:35 pm from the clockface). Often used to precede the ITV News at Ten.||May 2016 – December 2018|
Special idents have also been used to mark occasions. The idents used for Easter celebrations during 2013 are documented in the list of Spring idents.
|Royal Baby||Two women are seen having afternoon tea in the sunlight, celebrating the royal birth by cutting a cake reading "It's a Boy". First used before the special ITV News broadcast at 9 pm on 22 July 2013. The ident was used sparingly over the following days. It was later brought back on 2 May 2015, amending the cake to read "It's a Girl".||July 2013|
|Santas' Carousel||The main festive ident seen on ITV, first aired on Saturday 7 December 2013. A group of men all dressed as Santa Claus are seen on a fairground carousel waving as it spins around.||December 2013|
|Santas' Break||The group of Santas seen on the Carousel ident are now enjoying a hot drink and having a snack while chatting with each other.||December 2013|
|Christmas Lights||A man is seen outside his house applying the finishing touches to his Christmas lights, then turns them all on before heading back inside. This was the first festive ident to be seen on ITV airing before the first look at ITV's Christmas entertainment promo on Saturday 7 December 2013.||December 2013|
|Christmas Record||An automated record player is shown selecting one of the records and placing it down before it starts playing. As the record is placed down, the viewer can see the song is "Santa Claus Is Coming to Town"||December 2013|
|Post-Dinner Snooze||An old man is sleeping in the chair after Christmas dinner while a woman, a man, and three children are having a turkey dinner.||December 2013|
|Christmas Presents||Two children are seen throwing open Christmas paper at each other.||December 2013|
|Bulldog||A bulldog is sleeping for Christmas, they're nice and cosy by a roaring fire in the living room.||December 2014|
|Christmas Kitchen||Two people are having a nice tidy all the bits and bobs after the Christmas dinner, they are having some free time for turkey sandwiches.||December 2014|
|Clock Fixer||A man in the clock factory is fixing the clock to go backwards on the hour hand as he corrects the problem. This special ident on ITV is used for BST endings to go back from 01:00 am to 00:00 am each early morning during late October.||October 2015|
|Pumpkin Faces||One of the two special Halloween-themed idents are seen on ITV, first aired on Friday 30 October 2015. A man and his two girls select several pumpkin faces that we made of carved faces inside them, and the customer gives one pumpkin face to the man and his little girls.||October 2015|
|Pumpkin Collectors||Second of the two special Halloween-themed idents are seen on ITV, first aired on Friday 30 October 2015. Two young boys collect a couple of pumpkins and carrying with them using both two hands, then bring the pumpkins back to the car while several people search for Halloween pumpkins to collect.||October 2015|
|Moustache Groom||One of the two special Movember-themed idents are seen on ITV, first aired on Monday 2 November 2015. A couple of men in a barber shop are seen grooming and making moustaches for Movember event to make them look attractive.||November 2015|
|Moustache Wash||Second of the two special Movember-themed idents are seen on ITV, first aired on Monday 2 November 2015. A man with a droopy moustache was cleaned and washed by a barber man by using a white towel, while he is looking in a mirror.||November 2015|
|Bagpipes||A group of bagpipers from Scotland play the bagpipes. This special ident was used for Burns Night in Scotland on Monday 25 January 2016.||January 2016|
|Valentine Roses||A seven symbol-shaped balloons are shown taking one away from six balloons by a female customer and giving Valentine's rose to a man, then walking away whilst the two women are still looking for valentine roses for someone else's men in love against the background of the market place beside the Clapham Junction railway station. This special ident was used for Valentine's Day on Sunday 14 February 2016.||February 2016|
|Dragon and the Knights||This special ident is shown a man in a red dragon suit and the three knights with red capes on it, during the tournament a group of men celebrates England's greatest happiness as a man unhoods the dragon head off, then the second knight using an iPhone to say cheese at the end. Another special ident aired for Six Nations Championship for ITV on Tuesday 16 February 2016.||February 2016|
Special idents have used to coincide the ITV's coverage of football leagues and sporting programmes, with four idents, continued as part of the live coverage and sports events: "Face Painting", "Garden Kickout", "Trophy Engraving" and "Celebration".
|Face Painting||2014 FIFA World Cup: A girl is seen having the flag of England, painted onto her face.||June 2014|
|Garden Kickabout||2014 FIFA World Cup: Two boys are seen kicking a football around, with a clothesline of drying football kits.||June 2014|
|Trophy Engraving||2014 FIFA World Cup: A man is engraving a trophy.||June 2014|
|Celebration||2014 FIFA World Cup: During a game of football, one team is seen celebrating.||June 2014|
|Reactions||2014 FIFA World Cup: ITV Fever Pitch, the crowd is seen reacting to a football match.||July 2014|
|Drums||2014 FIFA World Cup: ITV Fever Pitch, a group of drummers are playing drums.||July 2014|
|Headdress||2014 FIFA World Cup: ITV Fever Pitch, a group of women with large headdresses enter the arena.||July 2014|
|Sand Sculpture||2014 FIFA World Cup: ITV Fever Pitch, the camera pans around from the back of a deckchair to a sand sculpture of Roy Hodgson.||July 2014|
Two one-off idents are used during the Back to School season on ITV in September 2015 to mark the start of the new school day and are shown again the following year.
|School Boy||A boy heads back to school using a scooter with his mum, who is walking a dog.||September 2015, September 2016|
|School Girl||The girl is racing against time to go back to school, while a group of children is out and about in the playground, her mum wants to bring the young girl back to school without being late.||September 2015, September 2016|
These special idents were used to coincide with ITV's coverage of the 2015 Rugby World Cup from 18 September until 31 October, as well as sporting programmes. This coverage will continue as part of the Six Nations 2016.
|Clean Boots||A woman with a bucket filled with soapy water in her right hand is holding takes a little boy to go home on a piggyback, whilst three rugby kids standing on multi benches are using brushes to clean their boots for our rugby event.||September 2015|
|Boy's Game||A large force of rugby players to tackle, catch and chase around the rugby pitch.||September 2015|
|Girl in Training||A girl on the rugby field performs hop, skip, jump, and a touchdown during training.||September 2015|
|Girls in Tackle||A group of girls is tackling several cylindrical-shaped rugby-tackle bags during training. Two tackle bags are black, the other one is yellow.||September 2015|
|Scrum||A group of rugby players is getting ready to bend down together and prepare to scrum.||September 2015|
In December 2018, ITV announced a new project, ITV Creates, which would be the basis of its idents beginning on 1 January 2019. The network will commission artwork featuring the ITV logo from British artists, which will be used as the basis for a new set of idents every week. The first 8 artists of the project were Ravi Deepres, Sutapa Biswas, James Brunt, Patricia Volk, Mark Titchner, Katrina Russell Adams, Kristina Veasey, and James Alec Hardy. ITV Creative executive creative director Tony Pipes explained that the project was meant to be a platform for British visual artists, reflect ITV's position as being an "endlessly creative" broadcaster, and counter the traditional notion of idents being a static theme used for a long-term period.
Until April 2020, the ITV Creates idents were only used by the ITV-branded stations in England, Wales, and the Channel Islands. UTV initially continued to use the 2013 ident series, with a new on-air presentation used alongside the new idents, but began taking on full ITV branding in April 2020. This was initially meant to be temporary due to the impact of the COVID-19 pandemic but was later made permanent in November of the same year. The STV Group of STV Central and STV North refused to adopt the new idents, instead continuing their 2014 series.
|Ravi Deepres||The logo is made of videos of nature being projected.||2019: 1 January 2019 (9.25 AM) – 6 January 2019|
2020: 27 January 2020 (1.30 PM) – 3 February 2020 (1.30 PM)
2022: 11 July 2022 (1.30 PM) – 18 July 2022 (1.30 PM)
|Sutapa Biswas||The logo is made of Indian saris.||2019: 7 January 2019 – 13 January 2019|
2020: 20 January 2020 (1.30 PM) – 27 January 2020 (1.30 PM)
|James Brunt||The logo is made from leaves surrounded by dirt and leaves.||2019: 14 January 2019 – 20 January 2019|
2020: 1 November 2020 (7.30 AM) – 9 November 2020 (1.30 PM)
|Patricia Volk||The logo is formed into clay shapes. In another variant, the clay shapes are in sculpture form before disassembling and put together into the ITV logo.||2019: 21 January 2019 – 27 January 2019|
2020: 25 May 2020 (1.45 PM) – 1 June 2020 (1.30 PM)
2022: 13 June 2022 (1.30 PM) – 20 June 2022 (1.30 PM)
|Mark Titchner||The logo emerges from minerals by a speaker that is powder.||2019: 28 January 2019 – 3 February 2019|
2020: 17 February 2020 (1.30 PM) – 23 February 2020 (1.30 PM)
2022: 9 May 2022 (1.30 PM) – 16 May 2022 (1.30 PM)
|Katrina Russell-Adams||The logo is suspended in the air.||2019: 4 February 2019 – 10 February 2019|
2020: 22 June 2020 (1.30 PM) – 29 June 2020 (1.30 PM)
|Kristina Veasey||The logo is a themed room with the logo on the walls, a mug, and a sofa.||11 February 2019 – 17 February 2019|
|James Alec Hardy||The logo is made of glitched-out computer monitors.||2019: 18 February 2019 – 24 February 2019|
2020: 2 January 2020 – 6 January 2020 (1.30 PM)
2022: 20 June 2022 (1.30 PM) 27 June 2022 (1.30 PM)
|Alec Stevens||The logo is a cue dot (when lit) with ridges.||25 February 2019 – 3 March 2019|
|Charley Peters||The logo is on a test card in a cube which was spray painted.||4 March 2019 – 10 March 2019|
|Isabel & Helen||The logo is made of white balls attached to wires.||2019: 11 March 2019 – 17 March 2019|
2020: 3 February 2020 (1.30 PM) – 9 February 2020
2022: 23 May 2022 (1.30 PM) – 30 May 2022 (1.30 PM)
|Bharti Parmar||The logo is made of patterned letters and this remarks 101 Dalmatian Street.||2019: 18 March 2019 – 24 March 2019|
2020: 23 March 2020 (1.30 PM) – 30 March 2020 (1.30 PM)
|Adam Nathaniel Furman||The logo is featured as a tall sculpture that is mirrored and repeats itself.||2019: 25 March 2019 – 31 March 2019|
2020: 29 June 2020 (1.30 PM) – 6 July 2020 (1.30 PM)
2022: 21 March 2022 (1.30 PM) – 28 March 2022 (1.30 PM)
|Olly Fathers||The logo is with lines of coloured paint running down.||2019: 1 April 2019 – 7 April 2019|
2020: 6 January 2020 (1.30 PM) – 12 January 2020
|CJ Mahony||The logo is made of wooden wall boards.||2019: 8 April 2019 – 14 April 2019|
2020: 24 February 2020 (1.30 PM) – 2 March 2020 (1.30 PM)
2022: 18 April 2022 (1.45 PM) – 25 April 2022 (1.30 PM)
|Fiona Grady||The logo is made of a shadow through the light with triangle-shaped coloured perspex similar to a stained glass window.||15 April 2019 – 21 April 2019|
|Laurie Nouchka||The logo is wrapped with paper depicting famous London landmarks.||22 April 2019 – 28 April 2019|
|Caroline Wright||The logo is made of test tubes with coloured liquids poured on the screen.||2019: 29 April 2019 – 5 May 2019|
2020: 13 July 2020 (1.30 PM) – 20 July 2020 (1.30 PM)
2022: 22 August 2022 (1.30 PM) – 29 August 2022 (1.45 PM)
|Rubbena Aurangzeb-Tariq||The logo is translated into sign language (hand casts) to promote Deaf Awareness Week.||2019: 6 May 2019 – 12 May 2019|
2020: 7 September 2020 (1.30 PM) – 14 September 2020 (1.30 PM)
2021: 8 May 2021
2022: 2 May 2022 (1.45 PM) – 9 May 2022 (1.30 PM)
22 September 2022 (1.30 PM) – 23 September 2022 (1.30 PM)
|Liz West||The logo is reflected in coloured discs.||2019: 13 May 2019 – 19 May 2019|
2020: 11 May 2020 (1.30 PM) – 12 May 2020 (8.00 PM), 1 June 2020 (1.30 PM) – 8 June 2020 (1.30 PM)
2022: 8 August 2022 – 15 August 2022 (1.30 PM)
|Gayle Chong Kwan||The logo is made of empty plastic bottles.||20 May 2019 – 26 May 2019|
|Florence Mytum||The logo is made of green elements more akin to trees.||2019: 27 May 2019 – 2 June 2019|
2020: 8 June 2020 (1.30 PM) – 14 June 2020
2022: 1 August 2022 (1.30 PM) – 7 August 2022
|Greta Davies||The logo is on a painted white wall.||3 June 2019 – 9 June 2019|
|Rabiya Choudhry||The logo is on either a blue flag (only televisions with faces inside the logo and the dot of the I as a heart) or a red flag (televisions, lightning bolts, and hearts with faces inside the logo and the dot of the I in its regular form), This is a resemble of the 1988 ITV Anglia Flag ident.||2019: 10 June 2019 – 16 June 2019|
2020: 13 April 2020 (1.45 PM) – 20 April 2020 (12.30 PM)
2022: 7 March 2022 (1.30 PM) – 14 March 2022 (1.30 PM)
|Carleen De Sözer||The logo is lit up as either a sun or a moon above a model of a city.||2019: 17 June 2019 – 23 June 2019|
2020: 12 May 2020 (8.00 PM) – 17 May 2020, 30 October 2020 (7.30 PM) - 1 November 2020 (7.30 AM)
2022: 26 September 2022 (1.30 PM) – 3 October 2022 (1.30 PM)
|Sargent & Seers (Keith Sargent and Lindsay Seers)||The logo is inside a zoetrope.||2019: 24 June 2019 – 30 June 2019|
2020: 30 March 2020 (1.30 PM) – 6 April 2020 (1.30 PM)
2022: 14 February 2022 (1.30 PM) – 21 February 2022 (1.30 PM)
|Yvette Hawkins||The logo is made of scrumpled-up origami maps.||2019: 1 July 2019 – 7 July 2019|
2020: 21 September 2020 (1.30 PM) – 30 September 2020
|Julia Vogl||The logo is cut out from a black cardboard box to reveal a patterned interior.||2019: 8 July 2019 – 14 July 2019|
2020: 27 July 2020 (1.30 PM) – 3 August 2020 (1.30 PM)
|121.Collective||The logo is depicted as a sculpture made of junk with animals living inside it||2019: 15 July 2019 – 21 July 2019|
2020: 6 April 2020 (1.30 PM) – 13 April 2020 (1.45 PM)
2022: 15 August 2022 (1.30 PM) – 22 August 2022 (1.30 PM)
|Emily Downing & Olivia Weston||The logo is featured as henna tattoos on people's hands.||22 July 2019 – 28 July 2019|
|Brandon Saunders, Newcastle University||The logo is made of an electrical circuit.||29 July 2019 – 4 August 2019|
|BA (Hons) Fine Art Students, (University of Bournemouth)||The logo is made of light-up charcoal on a black wall.||5 August 2019 – 11 August 2019|
|Ash Kayser, University of the West of England||The logo is made of coloured cubes that resemble toy blocks.||2019: 12 August 2019 – 18 August 2019|
2020: 24 August 2020 (1.30 PM) – 31 August 2020 (1.45 PM)
2022: 11 April 2022 (1.30 PM) – 18 April 2022 (1.45 PM)
|Erin Taylor, Manchester School of Art||The logo is made into a magnet.||2019: 19 August 2019 – 25 August 2019|
2020: 6 July 2020 (1.30 PM) – 13 July 2020 (1.30 PM)
2022: 7 February 2022 (1.30 PM) – 14 February 2022 (1.30 PM)
|Emily Forgot||The logo is made of either a birdhouse or a dollhouse.||2019: 26 August 2019 – 1 September 2019|
2020: 2 March 2020 (1.30 pm) – 9 March 2020 (1.30 pm)
2022: 24 January 2022 (1.30 PM) - 31 January 2022 (1.30 PM)
|Florence Blanchard||The logo is made of a colourful page from a pop-up book.||2019: 2 September 2019 – 8 September 2019|
2020: 3 August 2020 (1.30 PM) – 9 August 2020
2022: 18 July 2022 (1.30 PM) – 25 July 2022 (1.30 PM)
|Russell Bamber||The logo is made of coloured metal (with parts of the "t" and the "v" rising) viewed from above.||2019: 9 September 2019 – 15 September 2019|
2020: 17 August 2020 (1.30 PM) – 24 August 2020 (1.30 PM)
2022: 17 January 2022 (1.30 PM) – 24 January 2022 (1.30 PM)
|Louise Bristow||The logo is made of model buildings.||2019: 16 September 2019 – 22 September 2019|
2020: 20 July 2020 (1.30 PM) – 27 July 2020 (1.30 PM)
2022: 16 May 2022 (1.30 PM) – 23 May 2022 (1.30 PM)
|Yinka Ilori||The logo is made of a retail display table.||23 September 2019 – 29 September 2019|
|Fernando Laposse||The logo is made of slime being melted but a leak was showing the V green.||30 September 2019 – 6 October 2019|
|Stuart Robinson||The logo is made of red, green, and blue neon lights.||2019: 7 October 2019 – 13 October 2019|
2020: 9 March 2020 (1.30 pm) – 15 March 2020
2022: 2 January 2022 (9.25 AM) – 10 January 2022 (1.30 PM)
|Noëmi Lakmaier||The logo is made of a yellow line road marking.||14 October 2019 – 20 October 2019|
|NEON||The logo is made of a sea anemone.||2019: 21 October 2019 – 27 October 2019|
2020: 14 September 2020 (1.30 PM) – 21 September 2020 (1.30 PM)
2022: 19 September 2022 (1.30 PM) – 22 September 2022 (1.30 PM)
23 September 2022 (1.30 PM) – 26 September 2022 (1.30 PM)
|Kochi Kochi (Marie Jones)||The logo is made of a glow-in-the-dark sticker.||28 October 2019 – 3 November 2019|
|Jo Taylor||The logo is made of a pile of blue flowers.||2019: 4 November 2019 – 10 November 2019|
2020: 31 August 2020 (1.45 PM) – 7 September 2020 (1.30 PM)
2022: 30 May 2022 (1.30 PM) – 6 June 2022 (1.30 PM)
|Anna Berry||The logo is made of a 3D-lettered sculpture made of small paper cones.||2019: 11 November 2019 – 17 November 2019|
2020: 16 November 2020 (1.30 PM) – 23 November 2020 (1.30 PM)
2022: 10 January 2022 (1.30 PM) – 17 January 2022 (1.30 PM)
|Sam Curtis & Dave Bennett||The logo is made of scaffolding.||2019: 18 November 2019 – 24 November 2019|
2020: 9 November 2020 (1.30 PM) – 16 November 2020 (1.30 PM)
2022: 12 September 2022 (4.35 PM) – 19 September 2022 (1.30 PM)
|Dan Rawlings||The logo is lit up inside a shadowed bush, similar to Russell Bamber and Noëmi Lakmaier's creation and a spin-off of Blackpool Illuminations and a pre-Christmas ident at the time.||2019: 25 November 2019 – 30 November 2019 (7.10 PM)|
2020: 23 November 2020 (1.30 PM) – 1 December 2020 (1.30 PM)
|Faith Bebbington||The logo is a reindeer sculpture with the logo as antlers.||2019: 30 November 2019 (7.10 PM) – 8 December 2019|
2020: 9 December 2020 (1.30 PM) – 18 December 2020 (1.30 PM)
2021: 1 December 2021 – 1 January 2022
|Hattie Newman||The logo is a Christmas-themed town.||2019: 9 December 2019 – 15 December 2019|
2020: 1 December 2020 (1.30 PM) – 9 December 2020 (1.30 PM)
2021: 1 December 2021 – 1 January 2022
|Melanie Tomlinson||The logo is made of boxes filled with nature and surrounded by nature.||2019: 16 December 2019 – 25 December 2019|
2020: 18 December 2020 (1.30 PM) – 27 December 2020 (9.25 AM)
2021: 1 December 2021 – 1 January 2022
|Anna Lomax||The logo is made of white confetti tubes.||2019: 26 December 2019 – 1 January 2020|
2020: 27 December 2020 (9.25 AM) – 31 December 2020
2021: 31 December 2021 – 1 January 2022
|Saj Fareed & Asian Women's Resource Centre||The logo is made of a fabric-stained glass window.||2020: 13 January 2020 – 20 January 2020 (1.30 PM)|
2022: 28 March 2022 (1.30 PM) – 4 April 2022 (1.30 PM)
|Hermione Allsopp & Hastings Furniture Service||The logo is either a sofa or a couch.||2020: 10 February 2020 – 17 February 2020 (1.30 PM)|
2022: 21 February 2022 (1.30 PM) – 28 February 2022 (1.30 PM)
|On The Mend & NHS Staff||The logo is made from model parts of the human body.||2020: 16 March 2020 – 23 March 2020 (1.30 PM) This logo is also used at 8:00 pm on a Thursday just before the channel is switched off for #ClapForOurCarers|
2022: 4 July 2022 (1.30 PM) – 11 July 2022 (1.30 PM)
|ITV Kids Create||The logo is made from drawings.||2020: 20 April 2020 (12.30 PM) – 11 May 2020 (1.30 PM)|
2021: 1 March 2021 – 31 March 2021
|Sarah Harris & LeftCoast Makers||The logo is paint splattered picture wall thrown by balloon-filled colours.||2020: 18 May 2020 – 25 May 2020 (1.45 PM)|
2022: 25 April 2022 (1.30 PM) – 2 May 2022 (1.45 PM)
|Same Sky & Regent High School||The logo is made of seafoam green light boxes with eleven parts which are formed into the ITV logo.||2020: 15 June 2020 – 22 June 2020 (1.30 PM)|
2022: 31 January 2022 (1.30 PM) – 7 February 2022 (1.30 PM)
|Create and Young Carers||The logo is made of pink, blue, and yellow boxes with papers, marks, and drawings.||2020: 10 August 2020 – 17 August 2020 (1.30 PM)|
2022: 14 March 2022 (1.30 PM) – 21 March 2022 (1.30 PM)
|Hamed Maiye||The logo is covered with black silk with white African lines surrounded by two black-covered faces on the walls (with one on the left side & the other on the right side) to promote the first week of Black History Month.||2020: 1 October 2020 – 7 October 2020|
2022: 3 October 2022 (1.30 PM) – 10 October 2022 (1.30 PM)
|Alfie Kungu||The logo is made of blue clay with ivory flecks and green stripes on it with multi-coloured confetti showering down upon the area to coincide with the second week of Black History Month.||8 October 2020 – 14 October 2020|
|King Owusu||The logo is surrounded by African cultural decorations that light up inside of the cube to introduce the third week of Black History Month.||2020: 15 October 2020 – 21 October 2020|
2022: 24 October 2022 (1.30 PM) – 31 October 2022 (1.30 PM)
|Neequaye Dreph Dsane||The logo is made of brick wall boards with outer lines that light them up (which is an African man with a green suit and his glasses are sprayed and painted on graffiti) to promote the fourth and final week of Black History Month.||2020: 22 October 2020 – 30 October 2020 (7.30 PM)|
2022: 17 October 2022 (1.30 PM) – 24 October 2022 (1.30 PM)
A new set of idents, entitled "ITV Creates Project", debuted on 1 January 2021. Unlike the original set, each ident was now used for a month rather than a week, with two batches. No ident was created for March 2021, due to ITV using their "ITV Kids Create" idents that month. In 2022, these idents were used in tandem with the original set of "Creates" idents.
|Sharon Walters & Mark Lane||The logo is made of camouflage in pink flowers on wallpaper with cut-out boards that are suspended by white lines created on an outdoor garden landscaped area.||2021: 1 January 2021 – 31 January 2021|
2022: 28 February 2022 (1.30 PM) – 7 March 2022 (1.30 PM)
|Melanie King & Professor Lucie Green||The logo is made of a blueprint.||1 February 2021 – 28 February 2021|
|James Wilshers-Mills & Judith Hope||The logo is a puppet that has some hands and cloth that make the parts of the logo move about.||2021: 1 April 2021 – 30 April 2021|
2022: 4 April 2022 (1.30 PM) – 11 April 2022 (1.30 PM)
|MAMIMU (June Mineyama-Smithson) & Dr Tara Swart||The logo is made up of various scenes projected on. Made to promote Mental Health Awareness Week.||2021: 1 May 2021 – 8 May 2021, 9 May 2021 – 31 May 2021|
2022: 31 October 2022 (1.30 PM) – 7 November 2022 (1.30 PM)
|Thomas Wolski & Urban Projections||The logo is made of stone on the half top and rainbow-coloured lights on the half bottom. Made to promote ITV Pride 2021 Week.||2021: 1 June 2021 – 30 June 2021|
2022: 27 June 2022 (1.30 PM) – 4 July 2022 (1.30 PM)
|Artists Rosalind Davis and Justin Hibbs & Jamal Sterrett Phoenix||The logo is filled with cream glass in the middle and viridian projections on the view with a shadow of the person that moves and dances around the studio.||2021: 1 July 2021 – 31 July 2021|
2022: 6 June 2022 (1.30 PM) – 13 June 2022 (1.30 PM)
|Walter and Zoniel & Genevieve Bent||The logo is made of empty glass bottles that are poured and erupted into chemical reactions that are filled by plastic jugs with liquids.||2021: 1 August 2021 – 31 August 2021|
2022: 25 July 2022 (1.30 PM) – 1 August 2022 (1.30 PM)
|Megan Broadmeadow and Mike Bishop & Ben Sheppard||The logo is made of metal with holes in it that are suspended by two floating drones and against the air blown by air fans shooting red lasers or with curved teal scanners on these.||2021: 1 September 2021 – 30 September 2021|
2022: 5 September 2022 (1.30 PM) – 12 September 2022 (4.35 PM)
|Kingsley Nebechi & Mimi Nwosu||The logo is made of carved cream stone with African markings as it sits on a lying stand. Made to promote Black History Month.||2021: 1 October 2021 – 31 October 2021|
2022: 10 October 2022 (1.30 PM) – 17 October 2022 (1.30 PM)
|Jonathan Cheung and Henry Wood & Kashif Nadim Chaudry||The logo is made of boxes filled with colourful materials that were putting it back in by using three robotic hands.||2021: 1 November 2021 – 30 November 2021|
2022: 29 August 2022 (1.45 PM) – 5 September 2022 (1.30 PM)
|Designs In Air||The logo is made of a festive inflatable piece that pumps up on a living room floor behind the Christmas tree.||8 December 2021 (1.30 PM) – 1 January 2022|
|Mariel Osborn||The logo is made of gold, magenta, green and blue rafters.||8 December 2021 (4.00 PM) – 2 January 2022 (9.25 AM)|
|Sombre||A black ITV logo is displayed in the centre of a dark background. This ident was used to introduce special programmes following the death of Prince Philip on 9 April and was used until the following afternoon.||9 – 10 April 2021|
|Sombre 2||A white ITV logo is placed on the black background. This ident was used to introduce the funeral of Prince Philip on 17 April. This was later reused in September 2022 following the death of Queen Elizabeth II.||2021: 17 April 2021|
2022: 8 – 20 September 2022
ITV unveiled a new look on 15 November 2022 in preparation of the upcoming launch of its new streaming service ITVX. The main significant change was the rebranding of the channel back to ITV1 after nine years, in order to make the ITV name a master brand for its services. Whilst the ITV logo itself remained unchanged, it was now displayed in just a single light blue colour as opposed to being previously multi-coloured, accompanied by a refreshed typeface for graphics packages.
The new idents, created by DixonBaxi, are for the first time ever, used as cross-channel across all ITV networks (apart from CITV, which retained its 2018 idents for the time being) with each channel using the same setting with an alternative view on the scene that still gives each channel their own personality that reflects their programme output. The new idents were filmed in five locations across the UK.
|Café||ITV2: A group of girls play ping-pong.
ITV3: A young girl wielding a flashlight searches at nighttime.
ITV4: A group of horse riders who are members of the Riding A Dream Academy sit down besides their horses.
ITVBe: A big cat and a medium rabbit eating food.
|15 November 2022 - present|
|Train Station||ITV1: A quiet platform at a train station is shown, and the camera then swipes to Solo Donne performing a hip hop dance routine whilst another girl records it on her mobile phone. First ident was shown at 6.00am on 15 November 2022, before Good Morning Britain.
ITV2: The same train, now with animated graffiti adorning it.
ITV3: A couple from a historical past embracing and kissing.
ITV4: A variety of different sports getting on the same train. First ident in the 2022 set to be shown at 6.00am on 15 November 2022.
ITVBe: Someone on the same train attempts to get the attention of someone on the platform as it departs. First ident was shown at 7.00am on 15 November 2022.
|15 November 2022 - present|
|Rural||ITV1: A countryside landscape is shown and the camera swipes to a family enjoying a picnic and flying a bunch of kites.
ITV2: Everyone is going to the toilet impart of the other at a festival. First ident was shown at 6.00am on 15 November 2022.
ITV3: A group of people searching for something with metal detectors.
ITV4: An 8-bit UFO invades the landscape and beams a cow. First ident was shown at 6.10am on 15 November 2022.
ITVBe: Someone puts out hay bales.
|15 November 2022 - present|
|Cityscape (News)||A skyline at twilight of a city centre (Croydon, London) is shown and the camera swipes to the opposite side of the city. First broadcast at 1.30pm on 15 November 2022 exclusively on ITV1, and mainly used to introduce the news.||15 November 2022 - present|
|Cityscape||ITV1: TBA.||17 November 2022 - present|