- "The new brand positioning is based on a vision to be Scotland’s essential source of information and entertainment. The identity is based on a contemporary blue ‘s’, which hints at bringing all of Scotland together whilst reflecting both the new positioning and the heritage of the Scottish TV brand. (...)
- A range of new on-screen idents combine new faces with stunning locations across the country to represent a fresh, contemporary Scotland, centred on the blue letter ‘s’ which will become the symbol of the stations." - Elmwood Design
On June 2, 2017, STV changed and changed the logo with is "The New Logo".
| STV | STV Glasgow | STV Edinburgh
| Current channels|
ITV | ITV2 | ITV3 | ITV4 | CITV | ITV Encore | ITVBe | The Store