Reports this morning suggest that the ITV brand is to be refreshed in the Autumn. Rufus Radcliffe, ITV’s Group Marketing and Research Director is understood to have been given the green light to introduce changes later this year. Channel logos and on-screen idents are expected to be refreshed, possibly by September.

A source has said that everything is under discussion in terms of taking the brand forward, but downplayed the possibility of wholesale changes, such as rethinking of the channel names. ITV’s most recent major brand overhaul was in January 2006, when it ditched its old blue and yellow livery and introduced new on and off-air logos for its channels.