Branding
When the channel launched, the logo was very similar in style to the ITV1 logo at the time and ITV were worried the channel looked just like an extension of ITV1 and didn't offer anything new. It was soon after this that the channel received a complete overhaul along with the other ITV channels in 2006. The channel received a new lime green logo, chosen as ITV thought it had a young fresh feel to it. The channel also received six new idents which all had names beginning with 'Too' to relate to the 2 in the channels name. They were called; "Too Fast", "Too Hot", "Too Cold, "Too Expensive", "Too Glamorous" and "Too Loud". Each of the idents were made up of a mix of shades of green to match the channels logo.
In 2008, the channel received another new look. The green logo was kept but edited. The channel now had a new 3D logo to try and make the channel look more modern and appealing to a younger audience.
During Newcastle United's run in the 2004–05 UEFA Cup, the channel was rebranded as ITV Toon on matchdays, referring to the club's nickname the Toon. The channel's yellow and blue idents changed to black and white, to match the club's colours.
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