UK news provider ITN rebrands to position itself as a global player

First new logo in half a century was designed via Rudd Studio and Undivided

Published On
Dec 01, 2022

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ITN, the U.K. broadcasting organization which provides news programs, current affairs series and digital services across the ITV network, Channel 4 and Channel 5, has revamped its brand for the first time in half a century as it aims to position itself as a more of a global player.

It has unveiled a new identity designed by agency partners Rudd Studio and Undivided, replacing ITN’s static logo from the 1970s with a new animated logo which responds to its environment. Along with the new brand identity is a newly defined purpose and a new strapline, “Truth to Life”.

The move is designed to signal ITN's evolution from legacy British news organisation to a global player in news, factual, sports, education and branded content. ITN’s output now ranges from footage of the World Athletics Championships to documentaries and factual series for the major U.K. and international broadcasters and streaming platforms.

“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," said ITN CEO Rachel Corp in a statement. "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.” 

“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," added Matthew Rudd, creative director at Rudd Studio. “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.”


Dec 01, 2022
Client :
ITN Productions

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