Tom Houser
Executive Creative Director
In their own words
Initial results from using the new system in digital and performance placements has shown this masterbrand is resulting in more interaction.
Having the opportunity to evolve the ITV brand like this and collaborate with Studio Kiln has been a real thrill.
Articles & interviews
- Studio Kiln Simplifies ITV's Identity for Clarity
Studio Kiln collaborated with ITV Creative to overhaul ITV’s fragmented brand identity, introducing a unified system centred around a concept called ‘the apex.’ The new identity simplifies the broadcaster’s visual language, reducing typefaces to ITV Sans and adopting spark yellow as the hero colour. The motion-first system ensures consistency across digital and broadcast platforms while reinforcing ITV’s position at the centre of British entertainment.
- ITV Reveals New Brand Identity with Studio Kiln
ITV has introduced an evolved brand identity created with Studio Kiln, simplifying its design system and elevating Spark Yellow as the lead colour. The new visual device, called 'the apex', connects the ITV logo with content across all platforms, creating a cohesive and dynamic masterbrand. The refresh reflects ITV's shift toward clarity, consistency, and confidence in a crowded entertainment landscape.