ITV1 2006-2013

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.

Another ident, this time slightly bouncier with people splashing water and jumping out of boxes, presumably to represent surprise.

Another 'emotion' ident for ITV1, this time representing Joy.

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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...

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Slighter smarter looking than the idents, and with the logo in it's complete form, is the break bumper for the channel.

For the rebrand came both a new ECP, and a revised set of generic credits now featuring a series of coloured bars in the background. The new ITV productions endcaps also appeared from this date, to phase in in favour of the Granada Productions cap that surfaced in 2004.

A sharp and effective run-down menu to complement the whole package, with some nice music. You just have to ignore the somewhat glitchy looping of the video.

Another full scale rebrand and logo for ITV1 in 2006 brought with it another brand new trailer style. Shown here promoting 'Holiday Showdown'.

No festive idents appeared on ITV1 for 2006, probably due to the fact the channel had only relaunched their main idents a few weeks prior. In a throwback to their token 2002/2003 efforts however, some simple star effects were added to the trailers and menus instead. An example of the menu style here.

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Some small festive tweaks to the yellow ITV1 trailer style were also made for Christmas 2006.

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Whilst not groundbreaking, it was a pleasant surprise to see network ITV1 go to the trouble of a whole Christmas package given their lacklustre usual branding. The ident notes are given a jingly tweak, whilst an explosion of stars make up various festive symbols (and cripple video encoders).

Programme promotions on ITV1 are given some similar festive sparkle.

A series of breakbumpers featuring individual shapes from the main ident, each made from lights. In this one, we have a snowman.

This time round, it's a cracker!

A Christmas Pudding on the stars this time.

A generic snowflake shape, made from lights. For all snowflakes being different, it's amazing how often this same shape gets used!

A christmas present, though I'd not imagine it's very easy to open...

A bauble in this bumper. Gotta collect all the shapes!

A bell, even swinging in motion, though not making much noise.

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.

Another clip from the same batch and also from the HD channel - this time with a bike and a lot of dancing lights.

Yellow fountains spring out of puddles on a dark night in this ITV1 ident, complete with the HD moniker here.

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Yellow lines and curves are being painted on a building in this ITV1 HD ident.

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Windows of buildings in a city flash with hints of yellow in this ITV1 HD ident. If you turn the corner on that street, there may be a giant 4 as well!

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Yellow flowers sprout and flourish in a garden around the ITV1 HD logo this time.

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Children play and blow bubbles around in this ITV1 HD ident, with the bubbles moving in and out of the foreground.

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Added to the set in 2010 for the ITV1 HD launch rather than being an existing ident re-edited, this time around lots of paper lanterns are released into the sky.

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Featuring Ant and Dec, a promotion from April 2010 to highlight the launch of the new ITV1 HD channel and what it brings to the existing ITV1 service.

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For Christmas 2011, the regular ITV1 idents were used, with some additional adornments overlaid using the Text Santa graphics that had been in use across the channel that year. Almost a throwback to Christmas presentation from the Hearts era. This one features the basketball ident.

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A break bumper from the Christmas 2011 ITV1 package. Similar to the main ident treatment, the same regular bumpers were used, just with the addition of the animated Santa characters. Here cartwheeling over the ITV1 logo.

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The Christmas promotion style from ITV1 in 2011 saw the same animated characters as were being used on idents added to the trailer endboards.

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With it being the last Christmas for both the ITV1 name and old logo, they weren't about to let things go out quietly. An entire festive package was put together for the channel, featuring lots of clockwork toys rendered around a gold version of the ITV1 logo.

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A break bumper for ITV1 in the same festive style.

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The trailer style for Christmas 2012 features some of the same clockwork themeing and the gold ITV1 logo that were in use on the main idents for that year. This was also to be the last Christmas before yet another full ITV rebrand.

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The Christmas themed ECP still features the clockwork imagery from the Christmas package, although the ITV1 logo is back to its regular yellow self - possibly for consistency when cross promoting the other channels.

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