ITV1 is the primary television channel broadcast in the United Kingdom by the ITV network. From its founding in 1955 the channel was known nationally as Independent Television (later ITV) and locally by the regional branding of the local ITV franchise operator. (For the history of the channel, see the main ITV article) The network was renamed ITV1 on 11 August 2001, with the increased uptake of digital TV and the existence of ITV2. From 28 October 2002 the station began to drop regional identification and began to adopt a unified national branding of ITV1. This style was not taken up by the Scottish Television (Central Scotland), Grampian (Northern Scotland) or UTV (Northern Ireland) regions in view of the national audiences they serve.

On November 1st, 2004, the channel adopted a new on-air look to co-incide with the launch of ITV3. The new look was designed mainly to improve cross-channel promotion across the ITV network.