ITV (UK)

Background
ITV is a British free-to-air commercial television network. It was launched in 1955 as Independent Television to provide competition to the government-funded BBC. Since the passing of the Broadcasting Act 1990, its legal name has been Channel 3 to distinguish it from the other analogue channels at the time, BBC1, BBC2 and Channel 4. Once being a federation of separate regional companies, today, ITV serves most of the United Kingdom under a unified brand (except for Scotland with STV, and Northern Ireland with UTV).

1st Logo (1989-1992)
Logo: On a birds and dancing and sports and dancing then ITV logo (a la VIVA Films logo)

FX/SFX: TBA

Music/Sounds: TBA

Availlabity: Only used the Night-Time station ID.

Background
On October 28, 2002, most ITV franchises dropped their in-air branding, adopting a unified "ITV1" brand. On 2004, Carlton and Granada, the two biggest companies owning ITV franchises merged to form "ITV plc".

1st Logo (October 28, 2002-October 31, 2004)
Nicknames: "ITV People"

Logo: We see a montage of various ITV1 personalities, which ends with the ITV1 logo in 3D sliding toward the bottom right in pieces before coming together. There were four different sets featured, all featuring stars that varied.

Christmas Variant: For Christmas 2002, Granada and Carlton stuck to the regular idents, but added shooting stars to the ITV1 logo.

Later Variant: In September 2003, the ident package was changed to one where the ITV1 logo revolves and forms itself on a background of spinning blue panels. Also, in this variant, the logo zooms in a bit.

Idents: Each ident featured a certain celebrity behind one of four different sets.
 * Stage and Steps - Used for the big-name stars.
 * Chris Tarrant (Who Wants to Be a Millionaire?)
 * Celia Black (Blind Date)
 * Fearn Britton (This Morning)
 * Des O'Connor
 * Brick Wall - Mainly used for Sports and News stars.
 * Ali McCoist
 * Alastair Stewart
 * Carol Vorderman (Soap Star Lives)
 * Des Lynam
 * John Suchet and Harry Hill (Also had separate idents, abit Harry Hill's were on the Backstage set)
 * Jim Rosenthal
 * Katie Derham
 * Martin Brundle
 * Mary Nightingale
 * Robbie Earle (Premiership footage)
 * Sir Trevor McDonald
 * Backstage - Used for a variety of shows.
 * Amanda Redman (At Home With The Braithwaites)
 * Bill Roache (Coronation Street)
 * Caroline Quentin
 * Claire King
 * David Suchet
 * Derek Fowlds (Heartbeat)
 * Diane Parish and Jane Danson (The Bill)
 * Gabby Logan (Premiership Footage)
 * Gaynor Faye
 * Glynis Barber
 * Frank Skinner (The Frank Skinner Show)
 * Hermione Norris (Wire in the Blood and Cold Feet)
 * James Nesbitt and Helen Baxendale (Cold Feet)
 * Jeff Steward and Paul Usher (The Bill)
 * Johnny Briggs (Coronation Street)
 * Keira Knightley
 * Linda Henry
 * Leah Bracknell and Peter Amory (Emmerdale, they also had idents of just themselves)
 * Liz Dawn
 * Martin Kemp (Serious and Organized)
 * Pal Aron, Karl Collins, and Mark Wingett (The Bill)
 * Robert Bathurst and Hermione Norris
 * Robson Green
 * Ross Kemp
 * Susie Amy
 * William Roche
 * Yellow and Blue Tiles - Mainly used for younger stars.
 * Ant and Dec (Pop Idol, Ant and Dec's Saturday Night Takeaway, etc. They were the first two personalities shown under the then-new ident package and their idents were extensively shown in the pre-launch marketing.)
 * Davina McCall (The Brit Awards, Popstars: The Rivals)
 * Emma Atkins
 * Geri Halliwell
 * Kelvin Fletcher and Sammy Winward (Emmerdale)
 * Pete Waterman and Geri Halliwell (Also had idents with just themselves)
 * Tess Daly and Brian Dowling (SMTV Live, also had their own separate idents)
 * Tina O'Brien
 * Tacy Shaw (Coronation Street)
 * Trisha Goddard (Trisha)

There were also some other idents used:
 * Generic - The ITV1 logo forms in a blue spotlight on a Black Background. This was used for serious and news programming.
 * Brits 2003 A special ident package made for the 2003 Brit Awards. Some featured musical personalities and some featured the presenter Davina McCall.
 * Koala Puppets - Made to promote the second series of I'm a Celebrity... Get Me Out of Here!, two Koala Puppets that were used in pre-launch material for the show are seen. This was used on the show's debut and finale days in 2003.

In the 2003 package, they were replaced with a new set of idents, with some new additions.


 * Ant and Dec - A whopping twenty variants:
 * 1: They get into crazy situations with each other.
 * 2: They are talking to each other.
 * 3: Dec pokes his head out at an unaware Ant. When he catches him, he pulls Dec by the ear.
 * 4: Ant jumps onto a higher platform. Dec wants to go up, so Ant pulls him up. They then put their hands on their shoulders to end it off.
 * 5: A simple shot of them posing, with Dec having his arms crossed.
 * 6: They rush to the camera and do some poses. They then head off, but Ant goes the wrong way, and Dec points his finger to show this, with a friendly slap as well. The two then leave the set afterwards.
 * 7: Another shot of them talking.
 * 8: Dec tries to get a shot of himself, but Ant pokes his head through the window, and the two then argue comedically.
 * 9: A shortened version of the Ear-pulling ident.
 * 10: A shortened version of the platform jumping ident.
 * 11: A shortened version of the Camera Pose ident.
 * 12: They do some poses through the circular set, but they go further and further to see if they look better further away.
 * 13: They walk up to the viewer, and then walk back again.
 * 14: They walk up again, but this time they walk close to the camera and look at the viewer seriously - until Ant pokes his tongue out.
 * 15: They run around the set, chasing each other.
 * 16: They pose again, with Dec giving a thumbs up, and Ant crossing his arms.
 * 17: A shortened version of the further away close-shot ident.
 * 18: A shortened version of the walking back ident.
 * 19: A shortened version of the chasing ident.
 * 20: A shortened version of the Silly Face ident.
 * Brian Conley - Four variants:
 * 1: Brian pokes through the walls and dances while taking a tumble.
 * 2: Brian is first sitting down and then stands up. It then cuts to him in a crossed arms pose as he looks at the viewers while smiling creepily as he strokes his eyebrow.
 * 3: Brian tries to poke his head through the walls. After poking his head through them and smiling, he leaves.
 * 4: Same as the first ident, but only showcases the dancing part.
 * Cat Deeley (CD:UK and The Royal Variety Performance) - Seven variants:
 * 1: Cat whips her hair around, and then walks back in an ogre-like matter so she's further away.
 * 2: Cat plays Air Guitar, and does some walking dances.
 * 3: Cat takes off her high heels and runs off the set.
 * 4: Cat walks to the viewer and smiles at the viewer, shows her hands and then looks in them.
 * 5: A shortened version of the Air Guitar Dance ident.
 * 6: A shortened version of the High Heels ident.
 * 7: Cat walks from the left to the right and fades in and out to the front.
 * Chris Tarrant (Who Wants to Be a Millionaire?) - Six variants:
 * 1: Chris walks all through the set, with a close-up of his face at one point.
 * 2: Chris waves at the viewers, crosses his arms and we see another close-up shot of his face, where he looks at the viewers with a confused look.
 * 3: Chris sits down, acts like King Kong, and does an arms fold pose with mirror reflections next to him.
 * 4: Chris walks slowly to the camera until his face is only seen, where he looks at the viewers with an angry expression.
 * 5: Chris hides through the walls and walks through them.
 * 6: Chris appears through the walls in all sorts of poses.
 * Pauline Collins
 * Melanie Sykes
 * Lynda Bellingham
 * Nicholas Owen and John Suchet (ITV News presenters)
 * Gaby Logan
 * Martin Bashir (Tonight with Trevor McDonald)
 * Pete Waterman, Neil Fox and Nikki Chapman (Pop Idol)
 * Various stars from The Bill
 * Various stars from Emmerdale
 * Various stars from Coronation Street
 * Katie Derham (ITV News presenter)
 * Rhona Cameron (Russian Roulette)
 * Jim Rosenthal (F1 Grand Prix footage)
 * Philip Schofield (This Morning)
 * Chris Tarrant (Who Wants to Be a Millionaire?)
 * Mark Durden-Smith (Junior Eurovision Song Contest)
 * Wendy Craig (The Royal)
 * Julie Graham (Between the Sheets)
 * Martin Kemp

FX/SFX: All live action, with the panels and zooming of the logo. These were designed by BDA Creative.

Music/Sounds: Depends on the ident, This is sometimes accompanied by a continuity announcement.
 * Stage and Steps - A jingle that starts off with a drum roll.
 * Brick Wall - A rather uninspired jazz-like tune.
 * Backstage - A slow piano piece.
 * Yellow and Blue tiles - A funky tune.

In the 2003 version, an equally uninspired guitar tune is added to the mix.

Availability: Extinct. Check your tapes for the logo.

Editor's Note: None.

2nd Logo (November 1, 2004-January 15, 2006)
Logo: On a certain animated background, we see three blue boxes rotating, and this time, we see a yellow cube with the number "1" on each side, along with 3 other blue squares around it, which rotate to reveal the letters "itv" on the other side. They align with the yellow cube, which turns into a square when aligned with the three smaller blue squares. Finally, the squares shine for a few seconds.

Variants:
 * There were several animated background idents that were used throughout the time, including Ribbons, Lines, Bubbles and Clouds idents that were first shown in 2004.
 * In December 2005, a Christmas variant was also used.

FX/SFX: The animated background, and the shapes moving. Like the previous logo, this was designed by BDA Creative.

Music/Sounds: TBA.

Availability: Extinct due to newer idents being used.

Editor's Note: None.

3rd Logo (January 16, 2006-November 12, 2006)
Nicknames: "Emotions"

Logo: We see the new ITV1 logo appear on screen, before it splits into two halves and rests on either side of the screen. Accompanying the logo is various clips of live action scenes.

Variants:
 * Love: In order, we see a mother holding her son, a woman taking some shoes out of a box, a man admiring himself in a mirror, and two people hugging a tree in a field.
 * Joy: We see a woman walking through a forest, a dog looking out of a car window, two people at the beach in the ocean, a woman opening a tent, and children playing in a field.
 * Pride: We see an old woman looking at a drawing, a boy walking upstairs with food for his mother, a man washing his car, a boy with his mouth open, and a man moving his bike out of a garage.
 * Embarrassment: We see a man with a towel wrapped around him, a woman with her dress in the wrong place, a boy getting the wrong haircut, and a woman on a train with a man trying to sleep on her.
 * Sadness: We see two people hugging, a girl looking sad in a school corridor, a woman in bed looking like she's crying, and a man sat in a cinema staring at a screen.
 * Surprise: We see a bucket of water being dumped on two women, two children popping out of a cardboard box, a man almost getting hit in the face by a newspaper, and some cows being scared away,

FX/SFX: Live action and the logo splitting.

Music/Sounds: Depends on the ident, but a short burst of crowd cheering and clapping can always be heard when the logo splits. On the final clip, a continuity announcer is heard.

Availability: Extinct.

Editor's Note: These idents were not very well liked by most people, and were quickly replaced with the set below (except for Channel Television, which used these Idents until 2013).

4th Logo (November 13, 2006-January 13, 2013)
Logo: We see live action footage of one of the scenes below (all involving something yellow), before the ITV1 logo (which now has the ITV lettering in black) appears on the left side of the screen.

Variants:
 * Basketball: The camera pans from the back of a basketball stand onto a small basketball pitch atop a building in a city. We see yellow flowers and vines begin to creep up the basketball stand.
 * Beach: The camera pans across a beach, where we see a yellow windbreaker begin to twist and fly up into the sky.
 * Market: We pan through a busy market with lots of people walking by, as some yellow birds fly past the camera and fly around the market.
 * Boat: We start at a reed bed next to a river, as the camera pans up and over to reveal a man rowing a small boat through the river, with small yellow fish swirling around the paddles.
 * Pavement Art: We see some people drawing yellow lines on concrete with yellow chalk, before the camera pans over to reveal a bustling city street below, with lots of people walking around a maze of yellow art.
 * Bicycle: We see someone riding down a street on a bicycle at night, as yellow moths fly around and illuminate the street. The camera then pans over to a streetlamp with lots of yellow moths swirling around it.
 * Bubbles: The camera pans through a field full of people running around and blowing yellow bubbles into the area, and the camera pans into the sky to show lots of large yellow bubbles.
 * Fountains:The camera pans through a dark city street, which suddenly becomes illuminated by multiple yellow streams shooting out from the road. The ITV 1 logo is glowing and reflected in the concrete on this variant.
 * Buildings: We pan through a busy city, when the glass windows on the buildings begin to flip around and cascade, turning yellow.
 * Garden: We start in a small garden with some children playing, before the camera pans down into the grass, revealing lots of yellow bugs and plants.

In 2010, the idents were revamped slightly, with the logo becoming bigger and a glossy gradient being added to the yellow blocks, which themselves became more rounded. If watching on the HD channel, the word 'hd' would appear next to the logo with a transparent glass-like texture. The existing variants were updated with the new logo, and the following new variants were added:


 * Sunflowers: The camera pans over a computer generated sunny field with clouds rapidly passing by, as the yellow sunflowers below begin to blossom.
 * Snakes and Ladders: We see a busy yellow construction site that looks vaguely like a snakes and ladders board, as construction workers carry out their work in a very organised and arranged manner.
 * Lanterns: We pan through a dark field full of people holding yellow lanterns, and as they let go of them, the camera follows them and pans into the sky.
 * Dodgems: We see an arena full of dodgems (or bumper cars) driving around in an organised fashion, swirling around each other.

Trivia: More so than most other logos, these were quite the complicated coproduction in terms of the amount of studios involved. The idents were based on a creative concept from Red Bee Media, directed by Pleix, produced by Blink Productions, and were handled in post production by The Mill.

FX/SFX: Depends on the ident.

Music/Sounds: A quiet, simple 7-note motif that is repeated throughout the duration of the ident. Some idents may have a slight variation on the instrumentation with the same motif.

Availability: Extinct.

Editor's Note: None.