Introducing ITVX, the start of a transformational partnership with ITV.

ITV partners with DixonBaxi to create a brand for ITVX, a new streaming platform that will define the future of the “home of popular entertainment”, starting with a new logo.

ITV partners with DixonBaxi to create a brand for ITVX, a new streaming platform that will define the future of the “home of popular entertainment”, starting with a new logo.

It’s just the beginning.

ITV has partnered with DixonBaxi, who is working closely with in-house creative agency ITV Creative and marketing and product teams to develop a future-focused experience strategy and brand identity for their new streaming service ITVX.

ITVX is a signal of transformation and a beacon for the future, heralding a new perspective and embracing the eclectic range of experiences and voices that make Britain great. It unifies everything that is ITV and more, promising something new, different and a platform that refuses to conform.

In a world full of plusses, be an X.

“Plus” has become an industry standard for streaming services. In that sea of sameness, we saw an opportunity to imbue a new symbol – X – with meaning. A plus sign rotated 45 degrees, X is a powerful visual metaphor for seeing the world differently. It is also a multiplying force and a point of connection that spotlights partnerships and amplifies characters and content. It’s an apt symbol for what will be the largest collection of content ITV has ever made, spanning a vast range of stories across every genre.

A bold new mark for a brave new future.

The X is iconic, timeless and confident, equally able to live alongside ITV and on its own. The new name and logo are the first phase of the project, with brand development currently ongoing. The entire brand system for ITVX will launch later this year.

“ITVX is the cornerstone of ITV’s digital acceleration.”

Kevin Lygo, ITV’s Managing Director of Media and Entertainment

“We are supercharging our streaming business, fundamentally shifting our focus to think digital first, as well as optimising our broadcast channels, by continuing to attract unrivalled mass audiences.”

Carolyn McCall, ITV’s Chief Executive