ITV rebrands as ITVX is introduced

ITV gets a major brand overhaul to coincide with its new ITVX streaming services.

DixonBaxi and ITV Creative have collaborated to design ITVX’s brand identity and refresh all five ITV channels with a new logo and typeface.

According to DixonBaxi’s senior strategist, Claire Langer, the rebrand needed to feel more “authentically eclectic”. The visual language is packed with bold and vivid colours with playful characteristics.