Above: ATV’s logo has always consisted of a shadowed eye, inspired supposedly by the logo of CBS. This shadowed eye with the letters ATV inside came to represent the company. The first ident featured a single eye shape, moving to reveal the shadowed eye, and animating so that each of the letters ATV animate in accompanied by one of the three musical notes on the ident score. The caption below read Associated TeleVision Ltd., the only time the station’s full name was displayed in an ident. The shadowed eye however was out of proportion, attributed to the hurry to redraw the ident following the name change from ABC.Above: Shortly after the launch of the Midlands franchise, the ident was again changed to an ident consisting of five stripes. Three of four vertical stripes contain the letters ATV, which animate in to the same musical score, with the other vertical stripe housing the logo and the stations airing times, either displaying both or those of the region being viewed in. the final stripe is horizontal, with the caption ‘Presents’ inside.Above: The next ident, launched in 1959, featured the shadowed eye zooming into the screen, whilst the familiar letters animate in as in the previous versions. This was altered in 1964 to add either the region name below it, or the word ‘Presents’ if the programme was an outside broadcast.Above: The company’s most recognisable ident, however, is the one launched in 1969. Called Zoom 2, it was the ident that heralded colour broadcasts to the region for the first time. Starting with three lightspots of red, blue and green that grow individually and combine to form six colours below the caption ‘In Colour’, the three lightspots fully merge forming a single cream dot which then animates out into the ATV shadowed eye, fully formed, in yellow, while the background dissolves from light grey to dark blue. The score for the ident featured four trumpets, four trombones, drums and vibraphone in a twelve beat fanfare for the station, by Jack Parnell and arranged by Wally Stott. In addition to this, a variation was produced which only featured a black dot growing and transforming into the white shadowed eye for programmes still being shown in black and white. This ident was used from the introduction of colour in 1969 right until the ATV name ceased to be used in 1982.Above: Clocks used by ATV.Above: ATV’s continuity announcers over the years.Above: Promotions and graphics used by ATV.
