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Background

Originally formed as "ABC" (not to be confused with the American or Australian "ABC") by impresario Lew Grade, Associated Television Ltd. was the parent company of ITC Entertainment until 1981, when ATV re-branded itself to Central Independent Television.

1st Logo (September-October 1955)

Logo: We see a gray "eye" (inspired by the CBS logo) with a striped (or "shadowed") eye below it. The letters "A", "B", and "C" are shown in the spaces of the intersecting logo.

FX/SFX: Possibly still.

Music/Sounds: Possibly none, or the three ATV chimes.

Availability: Long extinct. This was withdrawn after threats of legal action by Associated British Corporation, which was about to launch its own TV channel, causing the network's renaming. There is also no known recording of this logo, likely due to its short lifespan.

Editor's Note: None.

2nd Logo (October 1955-1958)

Nicknames: "Sound and Vision", "The Zooming Eyes", "Zooming A-T-V", "The Eyes II"

Logo: On a black background, we see the eye from before, except wider, zooming toward us. It then moves upward, revealing a striped (or "shadowed") eye logo below it. It then stops at a point where both circles intersect. The letters "A", "T", and "V" appear in the spaces of the intersecting logo in sequence accompanied by three chimes. "ASSOCIATED TELEVISION LTD." then appears below.

FX/SFX: The eye logo animation, the appearance of the letters, and the "wiping" on of the full company name.

Music/Sounds: The three "chimes" used as the letters appear, which increase in pitch. Composed by Wally Stott (later known as Angela Morley).

Availability: Extinct. This would continue to be used at the end of sign-ons until colour broadcasts began.

Editor's Note: The reason the logo is somewhat misproportioned is because due to the company's renaming forcing the draftsman to redraw it in a hurry.

3rd Logo (1956-1958)

Nickname: "The Schedule"

Logo: On a gray background, a rectangle protruding from the top right lists "MIDLANDS: Monday to Friday", a small ATV eye logo, and then "LONDON: Saturday and Sunday". 3 rectangles drop down beside it and a rectangle slides in from the right below the three rectangles. The letters "A", "T", and "V" appear in the rectangles with "PRESENTS" being wiped in on the rectangle below.

FX/SFX: The sliding in of the rectangles.

Music/Sounds: The same three chimes.

Availability: Extinct. This was seen in both areas ATV broadcast to (as seen in this ident) and even on programmes.

Editor's Note: None.

4th Logo (1958-July 1964)

Nickname: "The Zooming Eyes II", "Zooming A-T-V II", "Sound and Vision II"

Logo: Against a black background, a white ATV logo that's redrawn to feature the proportions of the 1st logo, zooms into view, fully formed. The letters "A", "T", and "V" appear in the spaces as the logo moves in, accompanied by the same chimes as before.

FX/SFX: The zooming in of the eye logo and the appearance of the letters.

Music/Sounds: Again, the three chimes.

Availability: Extinct. It was commonly seen on ATV programming seen on the ITV network.

Editor's Note: None.

5th Logo (1964-1969)

Nickname: "Sound and Vision III"

Logo: We see the ATV logo from before, only slightly smaller and moved to the top of the screen. Then, the words "LONDON" or "MIDLANDS" slowly zoom up below the eyes.

FX/SFX/Cheesy Factor: The zooming, which is very rough.

Music/Sounds: Again, the three chimes, but a higher pitch this time.

Availability: Extremely rare. The Midlands version can be found on surviving black & white episodes of Crossroads released on DVD by Network DVD. The London version is extinct and was lost to a David Frost-led investor group (which became London Weekend Television; LWT would share the London area with Thames). The Midlands-area franchise was renewed and now expanded to seven days a week. Has a Flash remake at 625.uk.com/tv_logos/flash.htm#atv.

Editor's Note: None.

6th Logo (November 1969-December 31, 1981)

Nicknames: "ATV Zoom 2", "ATV Zoom in Color/Colour", "ATV IN COLOUR", "Colored Circles"

Logo: On a gray or light blue background, 3 circles, colored red, green, and blue, grow in one after the other, intersecting each other and forming different colors. The caption "IN COLOUR" fades in underneath. The 3 circles then slide towards each other, forming one white circle as the background fades to blue. The white circle grows out into an eye shape and bands of color sweep across it, cutting out the circle part and adding in the striped "shadow" underneath. The logo turns yellow and the letters "A", "T", and "V" appear in the spaces.

Variants:

1969-75 black-and-white variant: the logo is shortened to just the ATV eyes appearance following a growing circle, and no gradients.
A still variant at the end of shows, which was sometimes in-credit, was used, which read "AN ATV COLOUR PRODUCTION" on a blue background (the shade of blue may vary).
Another variant where the logo is white on a red background also exists.
Sometimes the eye might be in white instead of yellow.
A version of the endcap with a black background was used on earlier color productions.
Another version of the endcap has the text in white.
On Crossroads episodes from 1984 & 1986 the endcap is in black and white, this is due to the fact that both episodes were originally broadcast in color, but the videotapes that they were stored on were wiped by ATV shortly after broadcast, and those shows only survived via 16mm telerecordings.
On an Elstree Christmas promo tape from 1982, after the logo forms, there are no letters that appear in the spaces.

FX/SFX: The appearance of the colored circles, the "rainbow" effects.

Music/Sounds: A loud, proud, and bombastic orchestral theme composed by Jack Parnell, arranged by Wally Stott (later Angela Morley). The second part of this, the chimes, almost sound similar to the famous NBC chimes theme. For the black-and-white variant, in the beginning growing circle there are just three drums to accompany it. In its early years (?), the music was lower in pitch and sounded more low-budget.

Availability: Can be seen on any British program produced by ATV during this time. A good source on which to find this on home video is the 1981 Magnetic Video release of the Rudolf Nureyev version of Giselle. This has a Flash remake of both the more low-budget sounding one and the more familiar one at 625.uk.com. The logo is preserved on Challenge airings of the first series of Bullseye. Can also be found on DVD's of Crossroads released by Network DVD. The black-and-white version is extinct. Could be seen on any black & white ATV program during this time. Again, a Flash remake exists at 625.uk.com.

Editor's Note: This is a popular logo and probably one of the most fondly remembered logos in ITV's history.

@@ Line 1: / Line 1: @@
+{{PageCredits|description=Matt Williams|capture=Eric S., Mr. Logo Lord, and others|edits=mr3urious, Mr. Logo Lord and PerryLuv2001|video=Paul Hatfield and bbctim123}}
-''{{Font color|orange|Logo descriptions}} by Matt Williams''<br>
-''{{Font color|orange|Logo captures by}} Eric S., Mr. Logo Lord, and others''<br>
-''{{Font color|orange|Edited by}} mr3urious, Mr. Logo Lord and PerryLuv2001''<br>
-''{{Font color|orange|Video captures by}} Paul Hatfield and bbctim123''<br>
 === Background ===
-Originally formed as "ABC" (not to be confused with the [[ABC National IDs|American]] or [[ABC National IDs (Australia)|Australian "ABC"]]) by impresario Lew Grade, Associated TeleVision Ltd. was the parent company of [[ITC Entertainment Group (UK)|ITC Entertainment]] until the early 1980s when ATV re-branded itself to [[Central_Independent_Television_(UK)|Central Independent Television]].
+Originally formed as "ABC" (not to be confused with the [[ABC National IDs|American]] or [[ABC National IDs (Australia)|Australian]] "ABC") by impresario Lew Grade, '''A'''ssociated '''T'''ele'''v'''ision Ltd. was the parent company of [[ITC Entertainment Group (UK)|ITC Entertainment]] until 1981, when ATV re-branded itself to [[Central Independent Television (UK)|Central Independent Television]].
 === 1st Logo (September-October 1955) ===
-'''Logo:''' We see a gray "eye" (inspired by the CBS logo) with a striped (or "shadowed") eye below it. The letters "A", "B", and "C" are shown in the spaces of the intersecting logo.
+'''Logo:''' We see a {{Font color|gray|gray}} "eye" (inspired by the CBS logo) with a striped (or "shadowed") eye below it. The letters "'''A'''", "'''B'''", and "'''C'''" are shown in the spaces of the intersecting logo.
 '''FX/SFX:''' Possibly still.
@@ Line 15: / Line 13: @@
 '''Music/Sounds:''' Possibly none, or the three ATV chimes.
-'''Availability:''' Long extinct. This was withdrawn after threats of legal action by Associated British Corporation, which was about to launch its own TV channel, causing the hasty reworking described below. There is also no known recording of this logo, likely due to its short lifespan.
+'''Availability:''' Long extinct. This was withdrawn after threats of legal action by [[ABC Television (UK)|Associated British Corporation]], which was about to launch its own TV channel, causing the network's renaming. There is also no known recording of this logo, likely due to its short lifespan.
+'''Editor's Note:''' None.
-'''Editor's Note:''' None
 === 2nd Logo (October 1955-1958) ===
 '''Nicknames:''' "Sound and Vision", "The Zooming Eyes", "Zooming A-T-V", "The Eyes II"
-'''Logo:''' On a black background, we see the eye from before, except wider, zooming toward us. It then moves upward, revealing a striped (or "shadowed") eye logo below it. It then stops at a point where both circles intersect. The letters "A", "T", and "V" appear in the spaces of the intersecting logo in sequence accompanied by three chimes. "ASSOCIATED TELEVISION LTD." then appears.
+'''Logo:''' On a black background, we see the eye from before, except wider, zooming toward us. It then moves upward, revealing a striped (or "shadowed") eye logo below it. It then stops at a point where both circles intersect. The letters "'''A'''", "'''T'''", and "'''V'''" appear in the spaces of the intersecting logo in sequence accompanied by three chimes. "'''A'''{{Font|Times New Roman|SSOCIATED}} '''T'''{{Font|Times New Roman|ELE}}'''V'''{{Font|Times New Roman|ISION LTD.}}" then appears below.
-'''Trivia:''' After only a couple of weeks or so of operation, the company had no choice but to change its name from ABC (as another company with that particular name was operating within the ITV network in the same region) to ATV. The logo was re-drawn by the draftsman in a hurry, resulting in the misproportioned rendering we see here.
 '''FX/SFX:''' The eye logo animation, the appearance of the letters, and the "wiping" on of the full company name.
@@ Line 32: / Line 30: @@
 '''Availability:''' Extinct. This would continue to be used at the end of sign-ons until colour broadcasts began.
+'''Editor's Note:''' The reason the logo is somewhat misproportioned is because due to the company's renaming forcing the draftsman to redraw it in a hurry.
-'''Editor's Note:''' None
 === 3rd Logo (1956-1958) ===
@@ Line 38: / Line 37: @@
 '''Nickname:''' "The Schedule"
-'''Logo:''' On a gray background, a rectangle protruding from the top right lists "MIDLANDS: Monday to Friday", a small ATV eye logo, and then "LONDON: Saturday and Sunday". 3 rectangles drop down beside it and a rectangle slides in from the right below the three rectangles. The letters "A", "T", and "V" appear in the rectangles with "PRESENTS" being wiped in on the rectangle below.
+'''Logo:''' On a {{Font color|gray|gray}} background, a rectangle protruding from the top right lists "'''MIDLANDS: Monday to Friday'''", a small ATV eye logo, and then "'''LONDON: Saturday and Sunday'''". 3 rectangles drop down beside it and a rectangle slides in from the right below the three rectangles. The letters "'''{{Font|Times New Roman|A}}'''", "'''{{Font|Times New Roman|T}}'''", and "'''{{Font|Times New Roman|V}}'''" appear in the rectangles with "'''PRESENTS'''" being wiped in on the rectangle below.
 '''FX/SFX:''' The sliding in of the rectangles.
@@ Line 46: / Line 45: @@
 '''Availability:''' Extinct. This was seen in both areas ATV broadcast to (as seen in this ident) and even on programmes.
-'''Editor's Note:''' None
+'''Editor's Note:''' None.
+=== 4th Logo (1958-July 1964) ===
+{{YouTube|id=DtLrMDLFFkc}}
-=== 4th Logo 1958- July 1964) ===
 '''Nickname:''' "The Zooming Eyes II", "Zooming A-T-V II", "Sound and Vision II"
-'''Logo:''' Against a black background, A white logo similar to the one above, except with more correct proportions just like the 1st logo, zooms into view, fully formed. The letters "A", "T", and "V" appear in the spaces as the logo moves in, accompanied by the same chimes as before.
+'''Logo:''' Against a black background, a white ATV logo that's redrawn to feature the proportions of the 1st logo, zooms into view, fully formed. The letters "'''A'''", "'''T'''", and "''V''" appear in the spaces as the logo moves in, accompanied by the same chimes as before.
 '''FX/SFX:''' The zooming in of the eye logo and the appearance of the letters.
@@ Line 59: / Line 62: @@
 '''Availability:''' Extinct. It was commonly seen on ATV programming seen on the ITV network.
-'''Editor's Note:''' None
+'''Editor's Note:''' None.
 === 5th Logo (1964-1969) ===
+{{YouTube|id=b1MYwNFsONM}}
 '''Nickname:''' "Sound and Vision III"
-'''Logo:''' We see the ATV logo from before, only slightly smaller and moved to the top of the screen. Then, the words "LONDON" or "MIDLANDS" slowly zoom up below the eyes.
+'''Logo:''' We see the ATV logo from before, only slightly smaller and moved to the top of the screen. Then, the words "{{Font|Impact|LONDON}}" or "{{Font|Impact|MIDLANDS}}" slowly zoom up below the eyes.
 '''FX/SFX/Cheesy Factor:''' The zooming, which is very rough.
@@ Line 72: / Line 77: @@
 '''Music/Sounds:''' Again, the three chimes, but a higher pitch this time.
-'''Availability:''' Extremely rare. The Midlands version can be found on surviving black & white episodes of ''Crossroads ''released on DVD by Network DVD. The London version is extinct and was lost to a David Frost-led investor group (which became [http://www.closinglogos.com/page/London+Weekend+Television London Weekend Television]; LWT would share the London area with [http://www.closinglogos.com/page/Thames+%28UK%29 Thames]). The Midlands-area franchise was renewed and now expanded to seven days a week. Has a Flash remake at [http://625.uk.com/tv_logos/flash.htm#atv 625.uk.com/tv_logos/flash.htm#atv].
+'''Availability:''' Extremely rare. The Midlands version can be found on surviving black & white episodes of ''Crossroads ''released on DVD by Network DVD. The London version is extinct and was lost to a David Frost-led investor group (which became [[London Weekend Television (UK)|London Weekend Television]]; LWT would share the London area with [[Thames (UK)|Thames]]). The Midlands-area franchise was renewed and now expanded to seven days a week. Has a Flash remake at [http://625.uk.com/tv_logos/flash.htm#atv 625.uk.com/tv_logos/flash.htm#atv].
+'''Editor's Note:''' None.
-'''Editor's Note:''' None
 === 6th Logo (November 1969-December 31, 1981) ===
+{{YouTube|id=B5Fn8JxzQl8|id2=dKJvqEgDBC0|id3=8bdHCqOO_oo}}
 '''Nicknames:''' "ATV Zoom 2", "ATV Zoom in Color/Colour", "ATV IN COLOUR", "Colored Circles"
-'''Logo:''' On a gray or light blue background, 3 colored circles, red, green, and blue, grow in one after the other, intersecting each other and forming different colors. The caption "IN COLOUR" fades in underneath. The 3 circles then slide towards each other, forming one white circle as the background fades to blue. The white circle grows out into an eye shape and bands of color sweep across it, cutting out the circle part and adding in the striped "shadow" underneath. The logo turns yellow and the letters "A", "T", and "V" appear in the spaces.
+'''Logo:''' On a {{Font color|gray|gray}} or {{Font color|deepskyblue|light blue}} background, 3 circles, colored {{Font color|red|red}}, {{Font color|green|green}}, and {{Font color|blue|blue}}, grow in one after the other, intersecting each other and forming different colors. The caption "IN COLOUR" fades in underneath. The 3 circles then slide towards each other, forming one white circle as the background fades to {{Font color|blue|blue}}. The white circle grows out into an eye shape and bands of color sweep across it, cutting out the circle part and adding in the striped "shadow" underneath. The logo turns {{Font color|#FFD900|yellow}} and the letters "{{Font color|#FFD900|'''A'''}}", "{{Font color|#FFD900|'''T'''}}", and "{{Font color|#FFD900|'''V'''}}" appear in the spaces.
 '''Variants:'''
 *''1969-75 black-and-white variant:'' the logo is shortened to just the ATV eyes appearance following a growing circle, and no gradients.
-*A still variant at the end of shows, which was sometimes in-credit, was used, which read "AN ATV COLOUR PRODUCTION" on a blue background (the shade of blue may vary).
+*A still variant at the end of shows, which was sometimes in-credit, was used, which read "AN ATV COLOUR PRODUCTION" on a {{Font color|blue|blue}} background (the shade of {{Font color|blue|blue}} may vary).
-*Another variant where the logo is white on a red background also exists.
+*Another variant where the logo is white on a {{Font color|red|red}} background also exists.
-*Sometimes the eye might be in white instead of yellow.
+*Sometimes the eye might be in white instead of {{Font color|#FFD900|yellow}}.
 *A version of the endcap with a black background was used on earlier color productions.
 *Another version of the endcap has the text in white.
 *On ''Crossroads'' episodes from 1984 & 1986 the endcap is in black and white, this is due to the fact that both episodes were originally broadcast in color, but the videotapes that they were stored on were wiped by ATV shortly after broadcast, and those shows only survived via 16mm telerecordings.
-*On an Elstree Christmas promo tape from 1982, after the logo forms, there are no letters that appear in the spaces.
+*On an ''Elstree Christmas'' promo tape from 1982, after the logo forms, there are no letters that appear in the spaces.
 '''FX/SFX:''' The appearance of the colored circles, the "rainbow" effects.
-'''Music/Sounds:''' A loud, proud, and bombastic orchestral theme composed by Jack Parnell, arranged by Wally Stott (later Angela Morley). The second part of this, the chimes, almost sound similar to the famous NBC chimes theme. For the black-and-white variant, in the beginning growing circle there are just three drums to accompany it.
+'''Music/Sounds:''' A loud, proud, and bombastic orchestral theme composed by Jack Parnell, arranged by Wally Stott (later Angela Morley). The second part of this, the chimes, almost sound similar to the famous NBC chimes theme. For the black-and-white variant, in the beginning growing circle there are just three drums to accompany it. In its early years (?), the music was lower in pitch and sounded more low-budget.
+'''Availability:''' Can be seen on any British program produced by ATV during this time. A good source on which to find this on home video is the 1981 Magnetic Video release of the Rudolf Nureyev version of ''Giselle''. This has a Flash remake of both the more low-budget sounding one and the more familiar one at [http://625.uk.com/tv_logos/flash.htm#atv 625.uk.com]. The logo is preserved on Challenge airings of the first series of ''Bullseye''. Can also be found on DVD's of ''Crossroads ''released by Network DVD. The black-and-white version is extinct. Could be seen on any black & white ATV program during this time. Again, a Flash remake exists at [http://625.uk.com/tv_logos/flash.htm#atv 625.uk.com].
-In its early years (?), the music was lower in pitch and sounded more low-budget.
+'''Editor's Note:''' This is a popular logo and probably one of the most fondly remembered logos in ITV's history.
-'''Availability:''' Can be seen on any British program produced by ATV during this time. A good source on which to find this on home video is the 1981 Magnetic Video release of the Rudolf Nureyev version of ''Giselle''. This has a Flash remake of both the more low-budget sounding one and the more familiar one at [http://625.uk.com/tv_logos/flash.htm#atv 625.uk.com]. The logo is preserved on Challenge airings of the first series of ''Bullseye''. Can also be found on DVD's of ''Crossroads ''released by Network DVD.
+{{TV-Navbox}}{{Navbox-ITV}}
-* The black-and-white version is extinct. Could be seen on any black & white ATV program during this time. Again, a Flash remake exists at [http://625.uk.com/tv_logos/flash.htm#atv 625.uk.com].
-'''Editor's Note:''' This is a popular logo and probably one of the most fondly remembered logos in ITV's history.
 [[Category:British Logos]]
 [[Category:Television Logos]]
+[[Category:Television IDs]]
 [[Category:British Television Logos]]
+[[Category:British Television IDs]]
 [[Category:ITV (UK)]]