UK’s ITV has unveiled plans for its biggest brand overhaul in 11 years in a multimillion pound move to position the broadcaster “at the heart of popular culture”.

The rebranding will launch on air in January, and will feature a new logo that blends into the screen to match the station’s different programmes. The company is also set to retire the “ITV1” channel brand it introduced in August 2001, with its flagship channel once again just becoming known as “ITV”.

Variations of the new branding and logo will be used by spinoff channels ITV2, ITV3 and ITV4 – as well as production division ITV Studios, ITV Sport, ITV News and ITV Plc.

Rufus Radcliffe, group director of marketing and research at ITV, said there was a need to “simplify and rationalise” the company’s branding.

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