DixonBaxi rebrands ITV to rebel against the “sea of sameness” in streaming – It's Nice That

In March 2022, DixonBaxi revealed first glimpses of a new ITV logo – it was to be used for its upcoming streaming service ITVX. But, rather than opting for a ‘plus’ symbol – which is commonly tacked onto the end of channel names that open an additional streaming option – DixonBaxi turned the plus sign 45 degrees, creating an X within the wordmark to represent the multiplicity of ITV’s content. Now, DixonBaxi and ITV Creative return to launch ITVX with a complete brand revamp for ITV, a work almost a year in the making that took the studio on a road trip around the UK (more on that later).Going into the project, Jed Carter, design director, states: “ITV has looked like a TV channel for a long time, and we wanted to break that preconception and force people to reappraise ITV as a streaming destination built for the modern world.”The ITV wordmark still harnesses the calligraphic strokes of the “classic ITV logo”, says Jed. Though, the rebrand takes the new X created for the streaming service logo and runs with it, pushing it into all corners of the brand to connect ITVX with its broadcast channels. There are subtle details
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