A new dawn.

I know it’s sad, but I’m a bit of a sucker for TV news branding. It’s what first got me into graphic design and with regular work experience at ITV when I younger, I became fascinated to the point of writing my entire dissertation on the impact of design on modern news reporting…

So after 17 years, I was probably more keen than most to see the launch of ITV’s new flagship breakfast show following the demise of GMTV on Friday.

It was today replaced with a new show, new brand, new name, new presenters and a new High-Definition look. Shown above, is the first 15 minutes of ‘Daybreak’.

Hosted by ex-One show presenters Adrian Chiles and Christine Bleakley, the show has moved away from the vibrant sunshine feel of GMTV and instead opted for a deep purple colour scheme.

There’s a fresh new studio with a real time view of London’s dawn as opposed to the usual CGI versions used on other channels. This deepens the colour scheme of the show further, giving it a more serious tone which again helps to reposition the programme away from the light entertainment show it had become. (Indeed it seems that not even Keith Chegwin survived the makeover).

The logo itself is very pleasant, seemingly based on a tweak of Dalton Maag’s Co Headline. It’s dotted throughout the show, most obtrusively over Adrian Chiles’ laptop. Lorraine Kelly’s show has also been revamped into the new look, with a similar if more awkward looking re-hash of Co, as you can see here.

Local news graphics have also been updated to carry the new look, so keep your eyes peeled for it over the coming weeks.