Rudd Studio and Undivided share the method of repositioning the factual tv manufacturing firm as “a world manufacturing powerhouse”.
ITN’s rebrand seems to be to replicate its evolution from a “legacy British information organisation to a world participant in information, factual, sports activities, schooling and branded content material” with a brand new animated brand that responds to its atmosphere.
ITN was based in 1955 and is thought for its information programmes, present affairs sequence and digital providers throughout the ITV community, Channel 4 and Channel 5. Nonetheless, the corporate now has a number of divisions throughout TV sectors together with enterprise, schooling, newsrooms, information manufacturing, post-production, productions and sport.
Rudd Studio was instructed for the rebrand pre-pandemic by Ben Haynes, ITN head of name communications off the power of the studio’s ITV rebrand in 2012. Founder Matthew Rudd instructed partnering with Undivided after talking to ITN and realising “there was a have to suppose strategically” concerning the manufacturing firm’s future. Alongside Stefan Terry and Laura Farrell of Undivided, Rudd collaborated with animator Oscar González-Diez, print designer Iancu Barbarasa and graphic designer Eleanor Ridsdale Colussi.
Rudd explains that the Undivided workforce’s “clear considering and understanding of the place ITN was prior to now and the place it’s going sooner or later”, made growing a course for the visible identification “very clear”.
ITN brand evolution from Undivided on Vimeo.
Whereas ITN is thought for its “truthfulness and trustworthiness”, he explains, it turned clear that there had additionally been “emotional intelligence and a type of humanity” to its work, with early improvements together with pioneering using stay and on-screen newscasters, using girls reporters and presenters and producing warzone protection.
The core of the visible identification is the alternative of ITN’s static brand of joined letters, with a brand new animated brand. Rudd explains that the brand had solely been tweaked 4 occasions “to a reasonably small extent” since its creation in 1969, however “We felt that the brand didn’t replicate the humanity and virtually chameleon-like high quality that ITN has to react to issues in an emotional approach”, he says.
After months spent tweaking the outdated brand, Rudd felt the strategy took away from its “gravitas” with out including something new. Nor did it lend itself to animation, as a consequence of its solidity and lack of curves, he explains. With encouragement from the then-CEO Deborah Turness, he proposed two totally different inventive choices, with the chosen possibility the “extra radical” of the 2.
The brand new brand contains monocoloured letterforms for “ITN”, that are “typographically related” to the earlier brand, and paying homage to Sixties media logos by Chermayeff & Geismar, Rudd suggests. This factor of the brand, he says, “because it all the time has performed, displays, reality, solidity and trustworthiness”, however round this can be a comfortable diamond form which turns into a “dwelling” cell, “which is attentive to its atmosphere”, reacting to temper or bodily stimulus throughout the content material, he provides.
When animated, the cell splits into purple, inexperienced and blue – “the first colors of sunshine and the essence of every thing we see on the earth and on display screen”, Undivided says. “And, in actual fact, what you realise as you’re trying on the animations is that that straightforward mono brand is definitely made up from a mix of these major colors of sunshine, RGB”, Rudd provides.
This hyperlinks to the positioning and strapline of “Reality to Life”, which Stefan Terry, Undivided technique director says “units ITN aside as a model that may create magnetic, factual content material for all types of audiences – from Channel 4 present affairs viewers to true crime lovers on Amazon Prime.”
The brand can be used ultimately boards of programmes for UK and worldwide broadcasters and streamers; throughout billboards, ITN’s new web site, social media; and for assembly rooms, enterprise playing cards and letter heads.
For the broader model an “atmospheric” darkish gray is the background from which the colored model of the brand “glows”; alternatively, when headline textual content is used with spotlight phrases picked out in purple, inexperienced or blue, the mono model of the brand can be used, Rudd explains.
The principle font household is Lynstone, itself a brand new design however based mostly on the London Underground Typeface Johnston, retaining a “Britishness” whilst ITN is turning into more and more international, Rudd explains.
Rudd feedback that the rebrand is vital in speaking ITN’s expanded position because the manufacturing facet of ITN continues to develop, the brand new branding is “a approach of displaying how ITN always evolves and connects with totally different audiences with out undermining its dedication to the reality”, he says.
