In 2005, ITV plc introduced a new channel branding called ITV Day, used to identify ITV1 between 9:25am and 6pm. ITV Day was treated as a separate entity to ITV1, and featured its own presentation set focusing using the colours of red, orange, and yellow, and featured scenes of typical "daytime" activities. Promotions were used in a similar format to ITV1, and all daytime programmes advertised within ITV1 hours were branded with the ITV Day logo. A similar "UTV Day" branding was adopted in Northern Ireland. The branding was scrapped in January 2006 when the ITV corporate rebrand took place.