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ITV Creates

Aired Nationally on ITV, UK 
Easter 2019

ITV Creates is a year long on-screen identity project for the ITV main channel. From 1st January 2019, ITV’s on-screen idents change every week, in a project that is intended to emphasise and reflect the creativity at the heart of the broadcaster’s business.

For each week of the year, a different artist has created a piece of work, which is their expression of the ITV logo.  These are filmed and produced into a set of idents by ITV’s in-house creative agency, ITV Creative. ITV Creative have worked with Artistic Director, Curator and Consultant Charlie Levine, to source and curate the artists to take part in this project, who are from a diverse range of backgrounds and are a mix of up and coming, and established artists, working across any visual arts discipline.  Levine issued a brief on behalf of ITV inviting artists to take part in the year long project for the broadcaster, which has been woven into the fabric of British popular culture for 50 years.

ITV Creative's Executive Creative Director Tony Pipes said, “Idents have been around since the dawn of TV and the way they have behaved has changed very little. We wanted to push against the prevailing convention that idents are set, the idea that they are moving wallpaper that last 5 or 10 years without changing. With this project, we’ve not only given a platform to some of Britain’s best visual artists, but we have also found a way to continually entertain and surprise our viewers. This work reflects ITV as a 21st century broadcaster, part of the fabric of culture, as an endlessly creative organisation.  After all, we don’t just curate, as a company we constantly commission and create world class content and this was a way to express that on air. The pieces are beautiful, daring, entertaining and sometimes challenging and that is ok because that is exactly what good TV should be. The most exhilarating thing is that this project is only just starting. A world of creativity and opportunity still awaits us throughout the year. It’s really exciting.”

Encased Light, 2019
Handcut vinyl on glass within a wooden frame

Fiona’s stained glass inspired Ident was aptly selected  for Easter Week -screened daily between Monday 15 to Sunday 21 April 2019. 

You can see highlights of the Idents on a dedicated YouTube channel which shares artworks by all the amazing artists who've been broadcast on ITV.

Photos © ITV / Theo Deproost
Stills from the ITV Idents - which include clips of the artist creating the artwork.


All content © Fiona Grady 2023