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 the early 1980s when ATV re-branded itself to Central Television. Notice: For more info and other cool stuff on ATV, Visit this website:

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 ATV three 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 This was withdrawn after threats of legal action by Associated British Corporation, which was about to launch its own TV channel, causing the hasty reworking described below.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.

Scare Factor: None, if this logo is correctly described. However, it may surprise you the first time you see it.

2nd Logo (October 1955-1958) Nickname: "Sound and Vision", "The Zooming Eyes", "The Fat-Faced ATV Logo", "Zooming A-T-V" Logo: On a black BG, 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. FX/SFX: The eye logo animation, the appearance of the letters, and the "wiping" on of the full company name. Cheesy Factor: Standard '50s-type network animation. The logo itself doesn't look quite right, because the proportions of the logo were messed up! 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) to ATV. The logo was re-drawn by the draftsman in a hurry, resulting in the mis-proportioned rendering we see here.

Music/Sounds: The three "chimes" used as the letters appear, which increase in pitch. Composed by Wally Stott (Angela Morley). Availability: Extinct. This would continue to be used at the end of sign-on's until color broadcasts began.

Scare Factor: Medium bordering on high. The chimes, rough zooming, poor film quality and poorly proportioned logo may startle some who aren't used to it. 

3rd Logo

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. Cheesy Factor: Primitive animation. 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. 

Scare Factor: Low. The mostly still nature of this logo is easier to look at. 

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

Cheesy Factor: Pretty simple but effective animation.

Music/Sounds: Again, the three chimes.

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

Scare Factor: Same as the 2nd logo.

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. The London franchise 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

Scare Factor: Same as the 2nd logo. But it gets worse with the Next Logo.

6th Logo (1969-1975) Nicknames: "ATV Zoom II in B&W", "ATV NOT IN COLOUR" , "ATV From Hell." Logo: On a black background, a white circle grows into place. The animation then continues like the previous logo, only in black & white. This logo was used for programs that had not switched to color in the early 70s, such as school programming. FX/SFX: The "growing circle"; the logo formation effects. Cheesy Factor: Sudden animation, but not over-primitive.

Music/Sounds: An abridged version of the "ATV IN COLOUR" theme. Almost sounds similar to the famous NBC chimes theme. Availability: Extinct. Could be seen on any black & white ATV program during this time. Has a Flash remake at Scare Factor: High bordering on nightmare. The loud music and animation, as well as the poor film quality are sure to unnerve people who haven't seen it before, though it still remains fairly popular.

7th 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 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.

Variants:*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 1984 & 1986 the endcap is in black and white, this is due to the fact that both episodes were originally broadcasted in color but the videotapes that they were stored on were wiped by ATV shortly after broadcast and only survived due to 16mm telerecordings existing.
  • 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). 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 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. Scare Factor: Medium bordering on high. The loud fanfare is certain to unnerve many viewers. Nevertheless, this is a popular logo and probably the most fondly remembered logo in ITV history.

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