ITV is more than a channel, its a network of 16 individual regional (or time specific) channels that occupy the third spot on Electronic Programme Guides across the country.
15 of them cover specific regions of the UK and Channel Islands. One of them is national, but is only seen during the breakfast hours, between 6:00 and 9:25.
These days, after a long period of consolidation, 12 of the 16 happen to call themselves ‘ITV’ on air. The others are STV (x2) in Scotland and UTV in Northern Ireland.
The current branding on the ITV Network (outside of Scotland) is based around the ‘ITV creates’ concept where each week a new ident is shown before programmes that has been specially commissioned by a different artist.