Carlton (London) 1993 – 1995 Branding

From the very beginning, Carlton disassociated itself with the on screen identity of its predecessor Thames, a skyline of famous London landmarks. The inference was that while Thames was grand and out of touch with its viewers, Carlton would have a more populist touch. The graphics company Lambie-Nairn was hired to design a channel identity, and was given the task to create new presentation.

Brian Eley, Lambie-Nairn creative director said; ‘Carlton was rather bland, it was meaningless, thus Martin’s original job really was to give it some character. Martin manipulated the typography, so he had a little character within larger characters and it made you look twice at the name. It was all about making it distinctive, having a personality’.

Idents featured all manner of Londoners, from jockeys and rugby players to barristers, firemen, dancers and tea ladies. Each of them uttered the words, “You’re watching Carlton, television for London.” This meant Television for London became about putting a face – a Londoner’s face, to the name.

Carlton Launch – 1st January 1993

Carlton Continuity

In late 1993 a new set of 35 idents appeared, which consisted of 31 straight idents and 4 montages idents. The tag line “this is Carlton – television for London” was dropped while the music was revised.

Carlton Overnight Idents

On 1 January 1993, the new ITV franchise holder for London weekdays, Carlton introduced a new Nightime service, covering London and the south. Airing from London, Monday – Thursday nights, while at the weekends was broadcast from Southampton, presented in-vision by ex-Late Night Late presenter Graham Rogers.

Carlton Programme Promotions

Carlton Holding Slides