ITV on-screen rebrand – in pictures

ITV's rebrand went live Monday, launching a new lower-case logo, while scrapping the '1' from the flagship channel Photograph: PR

Jeremy Piven has put his fast-talking agent Ari Gold in Entourage on hold to play the title character in ITV mini-series Mr Selfridge Photograph: PR

Katherine Kelly's Lady Mae Loxley, in ITV drama Mr Selfridge, couldn't be more different from her character Becky McDonald in Coronation Street Photograph: PR

Ant and Dec have a long-standing relationship with ITV. Their, perhaps, biggest success to date is I'm a Celebrity ... Get Me Out of Here, which wrapped up series 12 in December Photograph: PR

Watching celebrities get swung around – and sometimes doing the swinging – in Dancing on Ice has proven popular with ITV audiences. Here Jane Torvill and Christopher Dean are giving it a whirl Photograph: PR

New ITV brand will have a 'colour picking' facility that will allow the logo to be branded with hues that 'flex with the mood' of programmes Photograph: PR