Ben OBrien

Rebranding case study

ITV Rebranding
In January 2013, ITV rebranded their channel once again, the rebranding was
handled in house by the design team ITV creative and it featured changes across
all 5 channels as well as their online service. The aim of this rebranding was to
change update the channels design and look from the previous design scheme.

The previous design scheme made heavy use of the colours yellow and white,
this helped ITV establish a strong sense of brand recognition within its audience,
however many critics claimed that the colour scheme was dull and uncreative.
To rectify this in the new rebranding, ITV changed the colour scheme to one that
was much more colourful and creative. The new colour scheme featured colours
such as blue, pink and green. The new colour scheme would also change
depending on what channel it was and what the programming at the time was.

The newest rebranding also changed the font that ITV used, as the previous font
was said to be boring and out dated. For the rebranding a new typeface, more
fun and modern, was made especially for ITV. It was called ITV reem. ITV reem
came in four different weights light, regular, medium and bold, each with its own
italic variation. The different variations of the font were used to represent
different ITV shows, for example ITV reem bold was used in all of the
advertisement for the show TOWIE.
Overall the feedback of the rebranding was positive as people thought that the
colour scheme and font looked much more fun and less outdated. However some
people criticised the new design as they suggested that it was inconsistent with
the tone of much of ITVs more serious and adult programming.

Ben OBrien
E4 Rebranding
In October 2013 E4 premiered a new style as part of their new rebranding. This
was the first rebranding the channel has gone through in the last six years. The
rebranding was handled in house by E4s creative director Neil Gorringe, the aim
of this rebranding is to "the channel's British roots with a humour and irreverence
that viewers have come to love". The rebranding featured changes to all E4
channel as well as their website.
Like the previous design scheme the new rebranding primarily uses the colour
purple, as this is considered E4s channel colour and it is what the viewers
associate with E4. The new rebranding also uses similar text to the previous
branding package; this is because the tone of the channel and the channels
target audience has not changed. Despite several changes to how the logo is
used in their Idents, E4s channel logo has not been changed from its previous
design scheme.
The major change that comes with rebranding is the introduction of the Eefer
character. Eefer is a robot E4 logo that personifies the channel values of
quirkiness and humour. Eefer features in all of the new idents that E4 have
introduced with the rebranding. Eefer is also used to communicate with the
audience through the use of social media.

The general feedback for the new rebrand has been positive, with many people
praising E4 for their progressive use of social media and their creative new idents
.However many people find the Eefer character to be annoying.