Identity
Carlton's on-screen identity was launched in 1993 with an ident package featuring London personalities. These people, who lived and worked in the capital would appear against a brightly coloured background with the Carlton logo in the top left corner, and would say the phrase, "This is Carlton, television for London", or other variations of the theme. In excess of sixty idents were produced and used from 1993. This was replaced by a single montage of individuals used from later on in the year until, 2nd September 1995.
On 5th September 1995, a new in-house look was launched featuring changing backgrounds of colours with a translucent Carlton logo in the centre of the screen, becoming opaque and white at the end of the ident. These idents lasted until 1996, but were deemed not exciting or brash enough for Carlton executives. Lambie-Nairn devised the new set in November 1996, featuring the Carlton logo against a brightly coloured background and various animations occurring. This could be interaction between other letters in the name, letters being replaced by objects, or the letters becoming part of something larger, such as a crossword of places in London. Thirty sequences were produced, including some designed especially to introduce certain programmes, and versions for Central were also introduced two years later in 1998.
In 1999, Carlton's boldest rebrand yet occurred, and it was also to be its last. While other regions were about to adopt the 'Hearts' generic look, Carlton refused the look and instead adopted a package that related back to the Hearts, but put their own distinct take on it. Lambie-Nairn was once again commissioned, and a dozen idents were produced and were used depending on the programme to go before it. The idents featured opening films featuring a heart shape, before a star shaped light is emitted from the heart shape, before the screen changes to the Carlton logo, now with added star in top right corner, against a spinning hearts background of different colours, with ITV logo beneath. This look has received criticism, not concerning the idents themselves, but because these idents replaced the brands used by Central and Westcountry.
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