January 2006 saw what was to be the biggest rebranding in one go to ever take place on the ITV network for some years to come. As well as a new corporate logo, all 3 channels ITV1, ITV2 and ITV3 saw totally new presentation (ITV4 having already seen the new style from its launch the previous Autumn) and the news was revamped once again. Out went the four squares seen all over ITV, thankfully as did the somewhat ill-judged 'ITV Day' branding for ITV1 during the daytime. In came a variety of multicoloured logos, and a blanket used corporate font. The initial set of 'emotion' idents for ITV1 were replaced quite quickly with a more polished set which continued for several more years with minor edits to accommodate the launch of ITV1 HD in 2010.
ITV1 (Love) - 2006
ITV1, sporting a new yellow logo, burst onto the screen on the 16th January 2006. Or rather, whimpered onto the screen, as it brought with it the least impressive idents from the whole rebrand. In a typical modern marketing sense... well... it's people in random everyday situations, representing an emotion whilst the ITV1 logo opens up around it, thus symbolising the channel encapsulating that emotion. Still, it does mark a return to more traditional idents, after the 'advertise a programme in the ident' experiment of the previous presentation package. One can only presume this one represents love.
ITV1 (Surprise) - 2006
ITV1 (Joy) - 2006
ITV1 (Anticipation) - 2006
A man at the cinema awaits the arrival of his date, representing anticipation. Or possibly disappointment, depending on how long he's actually been waiting there...
ITV1 Break Bumper - 2006
ITV1 ECP - 2006
ITV1 Menu - 2006
ITV1 (Promo) - 2006
ITV1 Menu - Christmas 2006
ITV1 (Promo) - Christmas 2006
ITV1 (Ident) - Christmas 2008
ITV1 (Promo) - Christmas 2008
ITV1 (Break Bumper - Snowman) - Christmas 2008
ITV1 (Break Bumper - Cracker) - Christmas 2008
ITV1 (Break Bumper - Pudding) - Christmas 2008
ITV1 (Break Bumper - Snowflake) - Christmas 2008
ITV1 (Break Bumper - Present) - Christmas 2008
ITV1 (Break Bumper - Bauble) - Christmas 2008
ITV1 (Break Bumper - Bell) - Christmas 2008
ITV1 HD (Market) - 2010
The initial set of 2006 'emotion' ITV1 idents were very shortlived, being replaced within a year by a new set featuring scenes with a splash of yellow added, a more sensible closed up version of the ITV1 logo and a new distinct jingle. For the launch of ITV1 HD in 2010, these were re-edited slightly to make the ITV1 logo bigger and add in 'HD' on the high definition broadcasts. This one features the scene of a marketplace.