ITV1
In January 2006, the channel adopted a new on-air look to coincide with the launch of ITV4, designed mainly to improve cross-channel promotion across ITV's multichannel presence. The new logo brought ITV1, ITV2 and ITV3 in line with ITV4's, and had been observed on various billboard ads in the UK when the new identity was first used on-screen on 16 January 2006.