The new look, developed by ITV Creative and UTV's own Creative team and revealed by UTV this morning, will also be expanded to cover UTV's news service.
During the takeover process, ITV had said that it wanted to retain the UTV brand, and the new look will retain the UTV name while integrating the service into ITV's family of channels. The new logo features the same font as ITV, with "TV" appearing in a circular bubble, replicating the look of several ITV services, such as ITV HD and its +1 channels.
Rufus Radcliffe, Group Director of Marketing and Research at ITV explained the rationale behind the new look:
“UTV’s brand heritage is exceptionally strong in Northern Ireland which is reflected by its market leading position.
“This is something we wanted to build upon when the channel joined ITV, keeping the strong connection with the UTV audience, but clearly positioning it as part of ITV, the UK’s largest and most successful commercial broadcaster.
“We will be out and about filming some new idents across Northern Ireland which will be shown across the ITV Network.”
An exact date when the new logo and look will appear hasn't yet been confirmed.
The former radio division of UTV, which was not sold to ITV, is now known as The Wireless Group.