British Home Of 'Downton Abbey' Rebrands

Downton-Abbey-AA2 ITV, the broadcaster carrying “Downton Abbey” and “The X Factor” in the U.K., has launched a new look with a multi-hued logo using all lower-case lettering. The rebrand covers ITV’s five British channels as well as its online “player” and multiple global production entities. 

The company indicated that it is looking for its brand to receive the type of recognition that individual shows it carries receive. The new umbrella logo employs five colors across the cursive “itv,” which can be customized for individual programs.

“We now have a consistent identity across everything that we do, all rooted in our positioning as a media brand that is at the heart of popular culture,” stated Rufus Radcliffe, ITV’s group director of marketing and research.



ITV programming has made its way to America with “Downton,” “X Factor” and “America’s Got Talent” (“Britain’s Got Talent” airs in the U.K.). “Downton” has been a point of frustration for some stateside fans since that series has completed a season on ITV before making its way to PBS in the U.S.

ITV Studios America is behind Fox series “Hell’s Kitchen” and “Kitchen Nightmares.”    


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