ITN has unveiled a new logo, which it says signals “its evolution from legacy British news organisation to a global player in news, factual, sports, education and branded content.”
Founded in 1955 to supply news to the newly launched ITV network, ITN has significantly expanded its operations over the years.
As well as being the news provider for Channel 4 and Channel 5, ITN also produces documentaries and factual series for major UK and international broadcasters, as well as streaming platforms.
ITN Archive features more than a million video clips of iconic news footage spanning almost 70 years.
The new brand positioning, narrative and visual identity was produced in collaboration with Rudd Studio and Undivided.
The new animated ITN logo replaces the iconic static version which has been in use since 1970, with some minor tweaks along the way.
ITN says the new animated logo “responds to its environment, reinforcing ITN’s reputation for innovation; its ability to reflect changing audience needs and its more varied portfolio.”
“Our challenge was to pay homage to our powerful legacy as a trusted, impartial news provider, at the same time as rearticulating who we are and what we stand for today.
Rachel Corp, ITN CEO
“We homed in on how we are a purpose-driven organisation with a mission to bring ‘truth to life’ and put people at the heart of everything we do.
“This resonates across all parts of ITN and creates a distinctive and future-facing business proposition with a clear ethos.”
“ITN made its name by telling true stories with more emotional intelligence and impact. It’s something that’s even more important today than it was back in the 50s and it’s clear from working with ITN’s people that the mission to ‘bring the truth to life’ still drives them.
Stefan Terry, strategy director, Undivided
“As a positioning, it shows how seriously they take their role as a truth-teller, and it sets them apart as a brand that can create magnetic, factual content for all kinds of audiences – from Channel 4 current affairs viewers to true crime lovers on Amazon Prime.”
“We knew we needed to reflect the responsive, emotional intelligence that makes ITN special but, at the same time, we didn’t want to walk away from decades of rock-solid news heritage.
“We decided to build the new logo around the original, simple ITN letterforms to signal a continued dedication to accuracy and impartiality. But this time we set free the rigid, angular line around the letters so that it can move and respond to stimulus like a living cell.
“It’s a way of showing how ITN constantly evolves and connects with different audiences without undermining its commitment to the truth.”
Matthew Rudd, creative director, Rudd Studio
Acknowledgements
PICTURED: ITN logo. COPYRIGHT: ITN.
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