UTV unveils new logo following ITV takeover
UTV has unveiled its new brand identity as the channel becomes part of the ITV family following a £100m takeover.
The trademark yellow and blue colour of the current UTV logos are to be replaced with a new look that fits alongside ITV's other channels.
Following the completion of the takeover earlier this year, observers had predicted the UTV image would change, paving the way for the local brand to effectively disappear.
And this appeared to take a step forward on Thursday with the channel's new brand identity.
The new UTV channel logo is due to become a turquoise colour with the UTV Live News identity also to be updated in keeping with the ITV News network.
The fresh look was designed by ITV and UTV creative teams and will be on air in the coming months.
Rufus Radcliffe from ITV said the makeover firmly positions UTV as part of the ITV family.
"UTV’s brand heritage is exceptionally strong in Northern Ireland which is reflected by its market leading position," he said.
"This is something we wanted to build upon when the channel joined ITV, keeping the strong connection with the UTV audience, but clearly positioning it as part of ITV, the UK's largest and most successful commercial broadcaster.
"The rebranding of UTV allows us to further cement that relationship in viewers' minds and ensure we now have a consistent identity across everything that we do, all rooted in our positioning as a media brand that is at the heart of popular culture."
Trevor McCormick from UTV said: "This is the continuation of a journey that began back in 1958 with Ulster Television and has seen several UTV’s logos evolve on screen over the years.
"The time is now right to give the channel a fresh identity but one that is still connected to our heritage."