ITV's new corporate look for all channels and news was unveiled on 16th January 2006. This is the look for ITV1 designed by Red Bee. Named "emotions" idents, so-called because ITV1 was said to provoke a reaction in all of us. Some of the action was filmed in South Africa. But these lasted only until November; It's rumoured they were axed after derision from both viewers and ITV bosses.
No special idents, but ooh look, a bit of sparkle on the promotions...
The replacement set of ITV1 idents debuted 13 November 2006. The theme is "Alive With Colour" and the idents were produced by Blink Productions. Originally just four to start with - "Beach", "Market", "Boat" and "Bicycle". "Urban Basketball" and "Pavement Art" were introduced by the end of the year. ITV marketing bosses referred to these idents as "the second phase" of their January rebrand, maybe refusing to admit they made a mistake with the previous set?
Much more cohesive look using a colour branding theme of yellow. The logo has also been made much more legible, changing the 'ITV' from white to black. Four new additions were later added in September 2007, with a bigger ITV1 logo - Buildings, Gardens, Fountains and Bubbles
On 2nd April 2010 ITV1 was 'refreshed' with some new idents and a glossier looking logo.