Two years after ITVX introduced its spark yellow identity, ITV has unveiled a refreshed design system that repositions the masterbrand at the centre of British entertainment. Developed by ITV Creative with Studio Kiln, the update simplifies the brand architecture: rather than foregrounding individual channels, marketing now leads with a confident, unified “ITV.”

Kiln’s brief was to create a flexible system capable of housing everything from Love Island to The General Election. The solution extends equity from the ITVX launch, elevating spark yellow as the hero colour across the wider brand. At its core sits “the apex,” a dynamic visual motif inspired by the angles of the ITVX ‘X.’ With over 50 motion-ready template variations, the system adapts seamlessly for digital, social, CTV, and out-of-home.

The result marks the first time ITV’s masterbrand shows up cohesively across the entire marketing it’s bold, distinctive, and built for a crowded media landscape.