ITV1: 2006-2013

ITV1 refreshed its identity once again on 13 November 2006, introducing four new idents and updating its other presentation. Officially a ‘second phase’ of a general rebrand, this set replaced the short lived ‘Emotion’ idents introduced in January. Gradually, other idents have been added to the set – and to coincide with the launch of ITV1 HD in April 2010, the now-familiar yellow logo became sharper and more stylised.