In line with the corporate rebranding of ITV, ITV3 launched a new look in January 2013. The channel is to be positioned as the “keeper of ITV’s treasured and timeless drama”, with a new “midnight blue” logo and idents that feature stories told in shadow-puppet style animation inside glass bell jars.
ITV said about the new look:
The idea for the ITV3 idents came from the area of collections. The drama content on the channel is some of the greatest in the world and forms a rich and diverse collection that is curated by ITV3. It was important to reflect the craft and detail that goes into the making of these dramas and celebrate their quality and values. This is why we wanted them to be all handcrafted and to have a human touch. We wanted to be able to see the fingerprints that made the work, so, like the dramas themselves, they were beautiful, real and believable. We created an original collection of hand made stories, housed in our ITV3 bell jars, that reflect the content on the channel being influenced by the schedule.