The familiar image of the Big Ben clockface is to be dropped from the titles of News At Ten in a revamp - but the bongs will ring on.
The sound of the bell being struck will now be incorporated into the opening soundtrack as the nightly bulletin is rebranded and updated.
But the clock tower will disappear because it was felt to be off-putting to viewers who do not identify with London.
A spokesman said: "We didn't want the news to be too London-centric.
"While Big Ben won't be in the title sequence, we felt that we needed to retain the heritage that people recognise so in the studio there will be a clock face."
The new studio set will incorporate the signature yellow used throughout ITV's branding.
News At Ten will continue to be fronted by Mark Austin and Julie Etchingham when the changes take effect from November 2.
