ITV (first era)
ITV didn't use an official logo until 1989, but this logo was used on certain promos and merchandising throughout the 1970s.
On 4 September 1989, various ITV companies are started using a new common identity. The identity was designed by English Markell Pockett and the ident featured music composed by David Dundas.
The ident started out with the logo of the local ITV franchisee, followed by various images and ended with the ITV logo. The "V" in ITV contained a triangle which would include a simplified version of the local franchisee's logo.
However, the new identity wasn't mandatory and many ITV companies chose to use it at all. Many only adopted some elements or dropped the common identity rather quickly:
In 1998, ITV started rebranding itself to improve on its image. This included the new slogan "TV From The Heart", created by HHCL & Partners. A new ITV logo which was created by English & Pockett, was introduced in 1998.
Most ITV franchises inititally continued using their own distinct regional identities, although some added the new logo to their idents.
New common idents for the ITV network were launched in 1999. The new idents had a common design, but were adapted for different regions. However, many franchises decided not to use the new identity. The franchises owned by Granada Media (Granada TV, LWT, Yorkshire TV and Tyne Tees TV) and United News and Media (Meridian, Anglia TV and HTV) as well as Border TV and Channel TV chose to adopt the new idents. The franchises owned by Carlton Communications (Carlton, Central TV and Westcountry TV) were all renamed "Carlton" a month earlier, but used the new ITV logo. Scottish TV, Grampian TV and UTV didn't adopt the new ITV logo at all.
The idents themselves consisted of a short filmed sequence, which ended with a heart-shape appearing, before fading to the franchise logo on top of a blue background made up of spinning hearts. In total, sixteen different sequences were shot.
By 2001, all ITV franchises in England and Wales were owned by Carlton or Granada and they chose to rename the network "ITV1". The idents were adapted accordingly and the regional names continued to be used alongside the ITV1 logo. ITV was renamed ITV1 on 11 August 2001.
A new look for ITV1 was launched on 28 October 2002. With the launch of a new look, playout for all English regions was centralised to London and all regional names and identifications were dropped for national programmes. Regional identification still occured ahead of regional programmes.
The new look was designed was created by Bruce Dunlop and Associates, ending ITV's relationship with English&Pockett. The idents featured presenters from programmes on ITV1.
With the launch of ITV3 on 1 November 2004, ITV1 got a new look. The logo was modified so the letters would be in separate boxes. Since the 2002 relaunch, it had been common for the ITV1 logo the animate on screen as four separate squares that were joined to form the ITV1 logo. With the new look, the boxes would remain separated, as had been the case with ITV2's new look the previous year.
This ended ITV's yellow and blue era, giving each channel a primary colour - yellow for ITV1, limegreen for ITV2, maroon for ITV3 and teal for ITV4.
The new idents for ITV1 were based on emotions, with each ident showing four scenes associated with pride, joy, embarrassment, surprise or love.
- "ITV is capable of provoking reactions from everyone, reaching over 80% of the UK population each week. Its programming captures a range of human emotions and viewers feel connected as a result. The creative idea for the idents explores the richness of these emotions and how they can mean different things to different people. If you were to ask the ITV1 audience what made them happy, sad or embarrassed you’d get wonderfully different responses. The ITV1 logo opens out at the start of each ident to encapsulate the emotion in each scene and demonstrate that ITV1 brings you all these emotions in its programming. This logo device is also taken through into the on-screen design elements for the channel in a bold and clear design that ensures that the programming shines as hero." ITV plc press release
ITV (second era)
ITV1 was renamed back to ITV on 14 January 2013.
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