On 15 November 2012, it was announced that as part of a major rebranding, ITV1 was renamed back to its previous name, ITV. In addition to this, ITV had a new colour-changing logo stylised as handwriting, that changed colour depending on the programming it is used on. It was revealed that the logo had green and purple for "Dancing on Ice", and green and brown for "I'm a Celebrity...Get Me Out of Here!". The overhaul is linked to ITV's attempt to cut costs, curb debts and reduce the company's reliance on advertising. This overhaul of their brand affected all ITV plc channels and online services. The rebrand went live on 14 January 2013, at the same time as the other ITV channels. Also for the first time in its history, a digital on-screen graphic (DOG) was introduced.