ITV today unveiled its new multi-coloured, ultra-modern logo as part of a multi-million-pound rebrand that also sees the company's flagship channel renamed as ITV, rather than ITV1.

The broadcaster's in-house design is the product of an almost year-long marketing scheme that will extend across all of ITV's branches including it's four television channels, website and buildings.The network has described the new look as "a warm, bold design based on a formalised version of human handwriting."

Rufus Radcliffe, the network's Director of Marketing and Research told press in a statement today (Nov 16): "In an ever more crowded market place, both domestically and internationally, the need for a modern, flexible brand identity that connects with our viewers and customers has never been more important. We are really excited to soon be unveiling a new identity that is as up-to-date, and relevant as our content."

Unfortunately for the network, not many people have taken to the rebranding as well as they would have hoped, with a numer of Twitter users lampooning the new logo. One user said that the new logo "hurts the eyes" whilst TV presenter Rick Edwards Tweeted: "I assume that someone has already done a version of the new ITV logo which reads SHITV? If not, hurry up. Whoever you are."

The Radio Times have since held a poll surveying what their readers think about the new look with a whopping 70 per cent of voters saying they dislike it. What's your take on the new logo? Is it a hit or a massive miss?