DixonBaxi and ITV Inventive have designed the model id for the brand new ITVX streaming service in addition to refreshing ITV’s 5 channels with a brand new emblem system and bespoke typeface household.
The year-long challenge centered on making the broadcasting big really feel extra “authentically eclectic”, in response to DixonBaxi’s senior strategist Claire Langer. To realize this, the design crew travelled round Britain to talk to folks as a part of their analysis, “from mums doing their weekly store, to chirpy worldwide college students in Wolverhampton”, says Langer.
Viewers could have already got observed a change to the emblem system, which seeks to attach ITV’s new streaming service with its broadcast channels. One of many design challenges was making the logos really feel like “a part of the identical household” however retaining a few of their “distinctive quirks”, in response to DixonBaxi design director Jed Carter. Langer explains that that is a part of the broader technique to determine ITV as “one linked model with totally different flavours of content material for various folks”.
An identical notion of connectivity and originality has been utilized to the movement system design, which noticed “a set of constant movement behaviours” applied throughout every channel via the cursors, says Carter, every with its personal distinctive qualities. DixonBaxi design director Leah Surynt describes the ITVX cursor as “the ignition level for tales”, because it employs a “distinctive spark and amplifies movement behaviour” upon opening the app.
The ITV2 cursor is “playful and exuberant” and designed to “warp throughout the display screen”, she says, whereas the ITV4 cursor “takes on the dynamism of formations in sport to information customers” all through the channel and on-air moments. ITV’s redesigned grid and focus frames are additionally knowledgeable by ITVX’s new set of movement ideas, which goals to point out the intensive vary of characters, tales and voices inside the channels’ content material.
DixonBaxi | ITV Bumpers from DixonBaxi on Vimeo.
The streaming platform required a versatile visible language system that may very well be utilized to advertisements and advertising, setting it other than rivals in a crowded streaming panorama. Carter says that ITVX movement behaviours create “a very helpful, adaptable and constant toolkit” that the ITV crew can use for campaigns and different advertising content material, “from billboards to digital promoting and social”.
DixonBaxi and ITV Inventive labored alongside Manchester-based sort foundry F37 to develop ITV Sans and ITV Serif, which Surynt describes as “equal elements versatile, characterful, and completely inclusive”. The studios and foundry designed “refined quirks” into the brand new typeface household in a bid to match it with the remainder of the id, whereas additionally making it legible. These quirks are seen via “refined tapers and exquisite alternate characters”, says Surynt.
ITV’s color palette follows a easy framework, assigning every department a main and secondary color that ties in with the model character and goals to makes it simpler to inform them aside. ITVX has a “daring eye-popping yellow” chosen to assist it stand out within the streaming sector, says Carter, including that ITV2’s palette is “vivid and youthful”, whereas ITV3 is “dramatic and comforting”.
Iconography was additionally designed for the ITVX app and seems in two totally different states, in response to Surynt. There’s the “inactive state”, which Surynt describes as “easy, clear and chic”, adopted by the “amplified” state – that includes the “distinctive tapered quirks of the emblem and typeface” – which happens when an icon is chosen.
DixonBaxi | ITVX Iconography from DixonBaxi on Vimeo.
Carter explains that the massive challenge “stretched the crew in the easiest way doable”. He provides: “At instances it felt like there have been projects-within-projects as a result of we had been growing a typeface, creating an on-screen presentation system for reside TV, or a marketing campaign toolkit that might create distinctive adverts throughout billboards and social, which all felt like complicated challenges in their very own proper.”
The Futz Butler designed the sonic id for ITV, which centred across the ITVX model. The Futz Butler inventive director Paul Sumpter explains how the ultimate route chosen for the ITVX mnemonic, known as Burst, compliments DixonBaxi’s visible animations and “sonically articulates the Spark, Amplify and Uncover story”.
Looking for to create an “open, partaking and thrilling” sample, Sumpter says the studio used sounds akin to sugar dropping onto a balloon, a cinematic booj (a bass downbender) and closely processed synths.
ITV’s new model system has rolled out throughout ITV1, 2, 3, 4 and Be, whereas the roll out of ITVX remains to be in movement.