ITV is set to drop the numeric one from its flagship channel for the first time in a decade as part of a forthcoming rebranding exercise, according to a report.
Broadcast claims that the rebrand of ITV1 is among a number of changes being made to the commercial broadcaster's network of channels.
This includes the trademark yellow colour on the flagship ITV1 being phased out and a new set of idents - short video clips that accompany the starts of programmes - being introduced.
The report also claims that ITV's digital channels - ITV2, ITV3, ITV4 and CITV - will be given a "substantially different" on-screen presence, although they will keep their existing names.
An ITV insider told Broadcast that the rebrand is "not just a paint job", but is about boosting the overall ITV brand.
"This is a big undertaking and will have a sense of scale," said the source. "It is aimed at ensuring viewers attribute our content to the ITV brand."
Rufus Radcliffe, the group marketing and research director at ITV, is said to be leading the rebrand, which is ITV's first such exercise in the last six years.
Previously at Channel 4, Radcliffe was behind the relaunches of E4 and More 4, and he also introduced Channel 4's current 'floating logo'.
ITV's branding changes were originally due to roll out in the autumn, but they have reportedly been pushed back to January, presumably to avoid clashing with The X Factor.
