Project by ITV & 52 UK based artists reimagines TV branding
Friday 11 – Sunday 13 October 2019
Major UK broadcaster, ITV, and their award-winning in-house agency, ITV Creative, have worked with Curator, Charlie Levine, over the course of 2019 to reimagine the ITV logo with the help of established and emerging UK art talent.
Each week of 2019, the ITV Creates project has worked with a different artist to re-create the ITV logo as a real object or sculpture, and utilised these creations to brand the ITV main channel. Now, as autumn begins, ITV are celebrating this project, and announcing their final run of artists, with a special exhibition at Manchester Art Fair.
Based on a brief from ITV Creative, Charlie Levine has been instrumental in selecting all 52 artists, working with ITV to ensure the project represents artists from all over the UK, as well as different levels of experience.
So far artists featured include Turner Prize nominee, Mark Titchner; Dulwich Picture Gallery Summer Pavilion designer, Yinka Ilori; Jarman Award winner, Lindsay Seers, and Tate / GLA LDN WMN artist, CJ Mahony.
The project has also showcased some of the next generation of UK artists in a bid to help develop younger or undiscovered talent. ITV Creates has worked with Arts University Bournemouth, Manchester School of Art, Newcastle University and University of the West of England to profile some of their students, offering them their first professional commissions.
For the exhibition at Manchester Art Fair, ITV are presenting images of all 52 final works, alongside behind the scenes visuals and a selection of some of the physical artworks. Works from ITV Creates exhibited at Manchester Art Fair include pieces by Erin Taylor, Patricia Volk, Adam Nathaniel Furman, Jo Taylor, Rubbena Aurangzeb-Tariq and Emily Forgot.
Artists who will be seen in the final few months of 2019 include NEON, Sam Curtis, Dan Rawlings, Hattie Newman and Anna Lomax.
Tony Pipes, Executive Creative Director of ITV Creative, says:
“With this project, we’ve not only given a platform to some of Britain’s best visual artists, but we have also found a way to continually entertain and surprise our viewers. This work reflects ITV as a 21st century broadcaster, part of the fabric of culture, as an endlessly creative organisation. After all, we don’t just curate, as a company we constantly commission and create, world class content and this was a way to express that on air. The pieces are beautiful, daring, entertaining and sometimes challenging and that is ok because that is exactly what good TV should be. The most exhilarating thing was encountering the different artists and thinking. What an amazing creative community we have in the UK. The chance to show these in a public space, so people can experience the craft that has gone into them is a perfect finish to year one of the project”
Charlie Levine, Curator, says:
“It is one of the curators’ jobs to find unique opportunities for artists to be seen and for conversations for them to be part of. ITV Creates is exactly both of those things. It is able to showcase some of the best UK wide art talent on the television, to millions of viewers. This is a rare opportunity and one that I have thoroughly enjoyed working on. I feel ITV Creates is a real snapshot of what is happening in the arts right now. It has been a priority to make the 52 artists representative and for the project to broadcast a selection of different art approaches, styles and missions. As a curator, I like to create platforms for both artists to show and for audiences to experience art. Therefore this project has been amazing for me and I hope everyone involved, from the artists, designers, makers and commissioners at ITV, through to the audiences watching in their homes, to the young students getting their first high profile project have all enjoyed it as much as I have.”