Craig Ward's on-air identity for drama on ITV
Commissioned by the new head of creative at ITV, Tony Pipes, typographer and art director Craig Ward has created a new typographic on-air identity for drama on ITV...
"The campaign 'Drama Lives on ITV' is the new positioning for ITV's drama content," explains Pipes, "and we asked Craig to create the bespoke branding that will be used across the network on Drama promotions and programming."
The brief was to create something that was not only classic and crafted but that could be made physically. With this in mind Ward created a typographic identity (above) which was then built in wood (see images below) at around four feet wide. After it was painted white, Ward then lit and shot it so that light and shadow plays across the surface of the three dimensional mark.
Here's a look at the finished identity in action as it will appear on TV:
Regular readers of the blog might recall our post in May showcasing ITV's charming animated ident for it's Jubilee programming (read that post here). We asked Pipes if his appointment (he was previously at Red Bee Media as the creative director on the BBC One account) is part of a move by the channel to introduce more creative flair into its on-screen branding.
"There have been big changes over here, staff-wise, and therefore approach wise," he told us. "As well as myself coming over recently from Red Bee Media (where I was CD on the BBC one account), Neil Pitt (formerly at W+K) has joined as new head of art and design and to top it all off, our new executive creative director, Phil Lind, has just joined from 4Creative.
"Our ambition is to turn ITV Creative into a respected, award winning commercial agency, obviously starting with our own on-air content," he continues. "The next big project is a rebrand of the flagship channel which will see the numeral one dropped from our flagship channel. This is being created and managed internally and includes a new look and approach to all the services in the portfoliio, so no small task. ITV is an exciting place to be at the moment and although there is still lots of work to do to get it where we want to be, it feels like the ship is pointing the right way."
Type design Craig Ward (of Words are Pictures)
Agency ITV Creative
Head of creative Tony Pipes
Head of marketing Sarah Hewitt
Production Steve Ryan ITV Creative / Jennifer Byrne, Blink
Agency ITV Creative
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Comes to life beautifully when filmed/lit.
Shame they've used a prime rather than an apostrophe on the on-screen titles for A Mother's Son...
fantastic work! I like the 3D effect on TV...
Not sure why this wasn't done in CGI? The imperfections on the construct of the type looks a little poor and not a vernacular stylisation. Nonetheless, really like the typographic lock up.
I think it's quite weak. The second circle on the end is distracting and the 'ama' isn't strong enough meaning that it could read 'Dr ITV'.
Altogether, still looks very 'itv'.
Wonderful creation. I really like that!
I second Alistair Hall's comment about the use of a prime mark rather than an apostrophe. Like a slap in the face.
Once you're aware of how closely ITV follow the BBC strategically it becomes almost sickening. This is great work and I love what Craig Ward has done with the brief. But as usual 3 or 4 months after the BBC run their latest idea - 'Original British Drama on the BBC' - ITV commission this. Watch what the Beeb do next, and I guarantee ITV will do something similar shortly after it.
Unfortunately I'd agree with Rich – all I can see now is DR ITV, the first A slanting the other way leaves too great a gap.
Was surprised to see it's actually been made though, I had just assumed it was 3D when I saw it on tv... doesn't seem worth it.
Love the fact it isn't CGI. Really stunning lighting and technique. The only thing I'm not sure of, is how the typography piece blends with the programmes. Sure most will be seen in smaller edits though. Lovely work.
Really like this, reminds me of 1980's BBC 2 Idents.
Wonderful 3D sign! Really like the idea of perfectly matched letters
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