1 November 2004 heralded a new on-air look coinciding with the launch of ITV3. It consisted of a reworking of the ITV1 logo, splitting it into squares. On screen, the 1 was seen in a large yellow square with the three blue squares, each with one letter of "itv", on top. The new ITV1 logo would animate in various ways against different backgrounds such as clouds, windows, water and (most commonly) ribbons.
Blue Background
Bubbles
Buildings
Ribbons
Clouds
Ice - Christmas Ident
ITV Day
In 2005, ITV plc introduced the new ITV Day brand, used to identify the channel between 9.25am and 5.00pm, replacing "ITV1". ITV Day was treated as a separate entity to ITV1 and featured its own presentation set focusing using the colours of red, orange and yellow and featured scenes of typical "daytime" activities. Promotions were used in a similar format to ITV1, and all daytime programmes advertised within ITV1 hours were branded with the ITV Day logo.
Yellow Generic Ident
Orange Generic Ident
Bath Ident
Ident, Menu and ECP
Promos
ITV Day Wales
UTV Day
