On-air channel branding for ITV 2 and promotions for on-air ITV2 sub-brands.

ITV2 was created as a spin-off of ITV1, with a logo that flipped the ratio of blue to yellow squares. The promotional message for ITV2 was "flip:side," which hinted that viewers could switch to ITV2 after watching a show on ITV1. This allowed ITV2 to air "after show" programming, which kept viewers watching on ITV's channels for longer.