UTV: 2016-2020

On 17 October 2016, a brand new look was unveiled, aligning the UTV brand more closely with that of the ITV channel. The station idents, based on those used by ITV since a major rebrand in January 2013, included the UTV logo changing colour as it blended in on a live-action scene - a process known as "colour picking".

Note: Since 2 April 2020, UTV has taken full ITV branding and presentation from London including network announcements, idents, promos and end credit sequences. This was initially announced as a temporary measure due to the impact of the COVID-19 pandemic on staff at the Belfast studios. Local continuity was officially abandoned in November 2020 with the departures of the announcing team.