ITV Carlton (London) 1999 – 2002 Branding

During 1998 and 1999 various discussions took place about introducing a second generic network ITV identity, known as “Hearts”. Carlton broadly disliked the look, which contained such homely images as damp knickers drying on a washing line, someone reading a newspaper and people swimming…

On 6th September 1999 Carlton opted for its own controversial rebrand for its three regions (Central, Westcountry & Carlton London) once again designed by Lambie-Nairn. The original logo was retained, but with a star attached. The overall graphic design was reminiscent of what one might have seen on a Waitrose carrier bag at the time, as many Carlton staffers commented. However the music and graphics were executed brilliantly, which certainly made viewers sit up and take notice. It allowed the Carlton brand to stay strong while retaining the link to ITV, which ITV disliked, Brains Eley stated.

Lambie-Nairn’s website stated the brief from Carlton’s marketing director Fran Cassidy as follows: “to raise visibility of the group by uniting all its media brands; to harmonise the branding of their three ITV networks (London, Central & West Country) to make one single brand statement; and to reflect more strongly their relationship with the ITV positioning of ‘the heart of the nation'”. A testimonial from Cassidy went on to dismiss the old Westcountry & Central idents: “Having commissioned Lambie-Nairn to create a new identity for Carlton, we were completely satisfied with the outcome of the re-branding exercise. The research showed that the awareness of the old brand identity in both Central and Westcountry had fallen dramatically after only a couple of months. The consumer very quickly associated their new local provider as Carlton.”

These idents were to remain in use until Friday 25th October 2002

ITV becomes ITV1 and the Carlton ident set are amended.

ITV Carlton – Clean Idents

01/07/2000 was the date on which ITV and Channel Four began transmitting in 16:9 aspect ratio. TVARK presents a complete set of the 1999 idents, with dual ITV branding, in clean audio and 16:9 format. Three versions were made of each, known as 3″+27″, 5″+25″ and 30″ Hold. The 3″ and 5″ relate to the duration of the animation preceding the logo. The idents are referred to by their proper names, as used in the transmission schedule.

Since the 1999 idents were deployed across the whole Carlton mini-network, you’ll find them in other sections of TVARK. A full set with ITV1 branding, introduced on 11th August 2001, may be seen on the pages for Carlton Westcountry.

ITV Carlton Holding Slides

Carlton: The Final Announcements

As has been documented elsewhere on TV ARK, 28th October 2002 was the date on which ITV1 adopted a single generic network design. Since then, the idents of ITV1 rendered obsolete those of individual London franchisees. Mark Lipscomb was Carlton London’s last duty announcer. In fact, he was present for the last day of Thames too, trivia fans! His last three voice-overs are featured below. Unlike the announcers departing LWT and the other regions, Mark did not bid farewell from Carlton to London viewers. He simply spoke his last Carlton words over the ident known as “Corporate Factual/Event”, heading into ITN’s afternoon bulletin at around 3.00pm on Friday 25th October.

The End of Carlton

When ITV1 rebranded on October 28th 2002, these idents became a part of TV history. London no longer has its own unique on-air identity, for viewers in the region receive the main ITV1 network feed. Carlton, LWT and LNN continued to make programmes for London weekdays and weekends until 2003, when Carlton merged with Granada and a single ITV company was formed. From 2005 onwards every programme was known simply as an “ITV Production”.

Carlton Miscellaneous Items

These idents were never used on air, looks like they were test versions of the ITV hearts identity for the regions.