Half a century of branding down the drain?
ITN was founded in 1955 by a consortium of independent television broadcasters that became ITV. Its well-known logo with linked letter forms has seen a few minor tweaks over the years, but has kept the same overall design since 1969, becoming one of the most enduring logos in British broadcasting.
But it's decided it's finally time for a change. Rudd Studio and Undivided were brought in to replace the long-standing existing static logo with a new animated mark that dynamically responds to its environment. According to Rudd Studio founder, Matthew Rudd, it was decided"to build the new logo around the original, simple ITN letterforms to signal a continued dedication to accuracy and impartiality.
But the new ITN logo hasn't been so warmly received. People note that the old design was simple but distinct and immediately recognisable with its blocky outlined letters. It also felt solid and authoritative, which is kind of what you want from television news. , some people suggest the new logo could have worked if they'd simply put the new ring device around the old logo, keeping the unique typeface. While others think the new logo looks like that of the telephone company BT.
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