In line with the corporate rebranding of ITV, ITV2 received a new look on 14 January 2013. The channel’s slogan became “the home of infectious entertainment”, and received a “hot red” version of the logo and red on-screen identity, including new idents.
ITV said about the new look:
If there’s a straight way to do things in life, then ITV2 will always choose a playful way to do it. That’s why at the heart of it the new idents is the idea of ‘Play’. We wanted to invite people to be more playful in life and to not take things too seriously. This is a ‘youthful’ behavior that everyone can connect to and is a truth that’s anchored in ITV2’s programming.