ITV1 has gone back to being just 'ITV' today as the broadcaster launched a signficant revamp - but it has risked the wrath of its audience by adding an icon to its flagship channel.
In what is the biggest change to its branding in twelve years, ITV has now introduced the new colour-changing logo first revealed towards the end of last year across all areas of its business.
New look idents and presentation have been introduced across their entire range of channels, including ITV2, which has a 'hot red' design.
As part of the refresh, ITV1 has dropped the digit and now features a DOG (digital on-screen graphic) in the top left hand corner of the screen. However, despite the mark being small and almost transparent, its presence will no doubt annoy a significant number of viewers.
DOGs are often used by broadcasters to increase awareness of their brands, but the terrestrial networks have traditionally been left unwatermarked.
ITV marketing director Rufus Radcliffe said: "Viewers now have access to hundreds of channels and are forming relationships with digital brands that did not exist a few years ago.
"The rebranding of ITV will allow us to further cement the relationship in viewers' minds between our shows and the ITV brand that produces and broadcasts them."
Take a look at some of ITV's new idents below: