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BRAND NEWS: Getty Images rebrands iStockphoto

Getty Images has announced it is rebranding iStockphoto as iStock by Getty Images, seven years after Getty Images acquired the startup.

As part of the rebrand it is launching a new multi-platform print, digital, PR and social campaign called 'Free the creative'. 

The campaign aims to boost brand awareness, highlighting iStock as a customer-centric brand helping professionals in the creative industry do their best work using witty humour. 

Research has revealed the online community sees Getty Images as an iconic prestige brand, but many were unaware iStock was owned by Getty Images.

The rebrand aims to marry the freshness, innovation and strength of the iStock brand with the quality, heritage and credibility of Getty Images.

An obvious change is the brand has dropped ‘photo’ from its name. This is because iStock nowoffers more than photos, with millions of hand-picked vectors, illustrations, videos and audio tracks.

Plus, iStock is unveiling a simplified, stand-out logo, representing recent changes the company has made to the iStock site to simplify its search experience, lower pricing and add new exclusive imagery only found on iStock.

The project hopes to add consistency to and showcases the Getty Images family of brands, following the rebrand of Thinkstock by Getty Images earlier this year.