In November 2022 ITV rebranded their main channel back to ITV1, this brought with it a complete overhaul of their on-air presentation for all of their channels. These new idents, named the “ITV Multiverse” contain the same five settings across all channels, however they contain different subjects based on that channel’s target audience and subject matter. The new idents (similarly to the BBC) are made to represent the lives of everyday people but with an artistic twist.
Analysis
ITV’s new “Multiverse” idents were created by ITV Creative in partnership with the creative agency “DixonBaxi”. The idents feature various scenes across what ITV has dubbed the “ITV Multiverse”. These 5 locations are repeated across all of ITV’s channels (except CITV) with different people and actions being shown providing a unique spin on the scene for each channel. The idents aim to showcase different elements of British culture and are generally realistic, however, most make use of some visual effects and/or animation to create intrigue.
The idents take the form of a series of scenes shot in different locations across the UK. The scene's content varies depending on which ITV channel you are watching, with each channel having its unique spin on the scene.
The mood of the idents is one of surprise and discovery. As viewers watch the idents on different ITV channels, they are treated to a new view of the same scene. The use of visual effects and animation adds to this sense of surprise and discovery, as viewers are treated to unexpected and imaginative interpretations of familiar scenes.
The use of motion is an important element in the design of the idents. The videos begin by focusing on one area before swiping across to the right to show the main action. This draws the viewers’ attention and adds energy to the viewing experience. The channel logo is also displayed and animated to establish the channel’s identity.
Different variants for each ITV channel allow for a unique and personalized viewing experience. The scenes are carefully crafted to reflect each channel’s tone, using specially shot scenes, animation and CGI.
The “Multiverse” concept is an innovative approach to branding and design. By creating a series of interconnected idents that span the entire ITV network, ITV has created a seamless brand experience across its channel while still allowing each channel to express its own unique ‘personality’.