ITV is gearing up for its biggest brand refresh in more than six years as the company’s marketing chief begins to make his mark.

Group marketing and research director Rufus Radcliffe, who joined from Channel 4 in April last year, is examining the broadcaster’s family of channels and is understood to have been given the green light to introduce changes later this year.

Channel logos and on-screen idents are expected to be refreshed, possibly by September, with one source arguing that the company’s marketing had lagged behind some of its rivals in recent years.

Another source said that everything was under discussion in terms of taking the brand forward, but downplayed the possibility of wholesale changes, such as rethinking of the channel names.

The plans come just weeks after Radcliffe brought a £7m advertising account with agency Bartle Bogle Hegarty in-house. He now aims to turn ITV Creative into a formidable marketing unit, creating fast-turnaround campaigns across the broadcaster’s various media channels.

Radcliffe adopted a similar in-house strategy at C4, where he oversaw the relaunch of E4 and More 4, as well as introducing C4’s floating logo idents. He reports to director of television Peter Fincham, who took on responsibility for marketing in July last year.

ITV’s most recent major brand overhaul was in January 2006, when it ditched its old blue and yellow livery and introduced new on- and off-air logos for its channels.