ITV London - Identity

Identity

The services' on-screen identity has been generic throughout its existence, and has used no on-screen branding to identify it as ITV London. Since launch, the region has seen the plain generic idents seen by the rest of the country, without any regional variance identifying it as London; the other regions at this time received a regional ident with the region name below the ITV1 Logo. Any reference to the service being in London is made in the voiceover alone, or through the programme titles, such as London Tonight.

Some identity remained on the regional programming end boards however, as each company still produced programmes for the region: Carlton used a red and orange version of their star idents used prior to 2002 with the caption A Carlton Production, with For London added for regional programming, while LWT used a generic purple caption with their logo added into the background. The LWT logo was also laid out in a purple box clearly at the top, with the caption An LWT Production beneath and the Granada plc logo at the bottom. These endboards lasted until 2 February 2004, when ITV plc was formed and both regional captions were replaced by a generic ITV London logo and An ITV Production caption against a blue squared background. This was replaced in 2006 by a blue caption featuring the new ITV1 logo with the words "a production for" above it.

Today, the only distinction between the two original regions on-screen is that local weather forecasts broadcast from Friday night to Sunday is branded as London Weekend Weather, and is sponsored by a different company to the weekday forecasts.