U.K.'s ITV1 rebranding

British TV network ITV1 has revealed a shocking visual rebranding, the networks first in 10 years.

The network is getting crazy - beginning next year, the home of Downton Abbey will no longer be ITV1. Instead, it will be known as ITV. Why eliminate the 1? Good question. The network says it is "to strengthen affinity between the overall [corporate] brand and the...flagship channel."

The other networks under the ITV umbrella will get new color schemes and brands as well. Those networks include ITV2, ITV3, ITV4 and CiTV.

These charges are scheduled to begin in January, provided the Mayans aren't correct. This move is being done in part to unify the brand identity under the ITV umbrella, with the channels and content production and distribution business coming in line with the parent company, ITV. The move also aims to show the world that ITV is popular and on the forefront of change. I wonder if this move is done in part because of the BBC's mess.

"In an ever more crowded market place, both domestically and internationally, the need for a modern, flexible brand identity that connects with our viewers and customers has never been more important," said Rufus Radcliffe, ITV's group director of marketing and research. "We are really excited to soon be unveiling a new identity that is as up-to-date, and relevant as our content. Big, bold and creatively ambitious, it will be true to our DNA as a brand at the heart of popular culture."