ITV renews its graphic look and feel thanks to Pixel Power capabilities

Pixel Power is a company part of Rohde & Schwarz. They have worked with ITV Creative to deliver its dynamic new identity.

The commercial broadcaster is a long-term user of Pixel Power’s advanced graphics and automation technology. Its previous branded programme promos and idents were all generated on Pixel Power systems, including the automated trailer production, jointly developed as Project Phoenix.

Now it has built a refreshed identity on the same core technology, relying on the Pixel Power creative services team, which has been working with the broadcaster over recent months.

“ITV Creative engaged design agency DixonBaxi for the visualisation of the new identity,” explained Charlie Cooke, Senior Graphic Designer at Pixel Power. “We worked with them to realise their concepts as dynamic graphic templates for the Pixel Power platform.”

The big challenge with these graphics is defining the large amount of graphic logic. Each type of graphic needs to update based on the channel name and programme information determined in the schedule whilst also maintaining the brand guidelines.

he strength of the Pixel Power platform is that it is automated and data driven. This means that the various ITV channels can each retain their own distinctive look and feel within the new brand, delivered reliably and automatically through smart templates.

“Pixel Power has always given us efficiency and ease of use,” said Mark Dietz, Broadcast Graphics Systems Operator at ITV Creative. “A scheduler simply adds the programme information like title, time, and a promo image, and then a whole suite of clips is automatically generated and dropped into the right places in the appropriate playlists. It is a simple and reliable process that we are very comfortable with.”