The ITV identity of 1989 was unveiled Monday 4 September 1989. Designed by English Markell Pockett, with music by David Dundas. For over thirty years, the ITV network had been broadcasting under no single brand image, instead using 15 different regional identities, this was the first time an ITV brand would be used across the network.
A kit was produced and passed to all the affliate stations containing a regional logo animation, design formats for promotions, a clock, and special programming idents for drama, sport and children's programmes. Also included in the pack was a new corporate typeface based on Palatino, modified for digital use on screen.
In the regional logo animation, the sequence would begin with the regional station's own symbol or logo, then animate through images representing ITV's diverse programming, finally concluding with a regional version of the ITV logo. The thought was regional stations could keep their existing identities, whilst becoming part of the overall brand image. But a number of stations such as TSW, Granada and Central did not use the entire look, they felt their 'local' look was more important for it's loyal viewers. Infact TSW did not use any part of the corporate look aside from the "production for ITV" endboards on any networked shows.
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