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8 January 2019

ITV ring in the changes.

by Andrew MacGregor

 
 

ITV's idents are to receive a weekly makeover courtesy of a new initiative called 'ITV Creates'.

The project sees artists from across the UK produce their own distinctive spin on the ITV logo, which will then take pride of place on the channel for seven days.

Eight artists have been announced so far, with the first wave spanning disciplines including fine art, sculpture, and stone balancing. ITV's scouts will continue to wrangle both new and established talent throughout the year.



As well as championing the UK arts scene, the broadcaster aims to remind viewers of its own creative credentials. ITV Creative's ECD Tony Pipes says: "We've not only given a platform to some of Britain's best visual artists, but we have also found a way to continually entertain and surprise our viewers."


We wanted to push against the prevailing convention that idents are set - the idea that they are moving wallpaper that last five or ten years without changing.

Tony Pipes, ECD at ITV Creative   

 


Pipes goes on to say: "After all, we don't just curate - we constantly commission and create world-class content and this was a great way to express that on air."

So far the project has generated works ranging from light installations to psychedelic armchairs, with ITV Creative describing the collection as "beautiful, daring, entertaining, and sometimes challenging - exactly what good TV should be."

The channel also thinks the concept of the ident deserves re-evaluation in 2019: "We wanted to push against the prevailing convention that idents are set - the idea that they are moving wallpaper that last five or ten years without changing."

Relatively speaking then, ITV Create's new weekly turnaround is at the blink-and-you'll-miss-it end of the scale.


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