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Associated Television (UK)
Logo descriptions by Matt Williams
Logo captures by Eric S., Mr. Logo Lord, and others
Edited by mr3urious and Mr. Logo Lord
Video capture by JokerCapt
Background: Originally formed as ABC by impressario Lew Grade, Associated TeleVision Ltd. was the parent company of ITC Entertainment until the early 1980s when ATV lost its ITV franchise to Central Television. In 1980, ATV attepmted to reorganize itself as Associated Communications Corporation (ACC) but due to bad finances and debts brought on by Lew Grade's attempt to turn ITC into a film studio, it was dissolved leaving only ITC Entertainment, whose library was its only money maker by then (it also had a valuable music division; its music publishing unit was sold to Michael Jackson in 1987 and the legendary Pye Records was spun off in 1980 becoming Precision Record and Tape Co. Ltd.). ITC folded the ATV archive into its own library eventually being bought by PolyGram in 1992. The ATV (and ITC) archives is now owned by ITV plc via Granada International.
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.
Availability: Long extinct on TV; this was withdrawn after threats of legal action by Associated British Corporation, which was about to launch its own TV channel, causing the hasty reworking described below.
Scare Factor: None.
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. "AssociatedTeleVision 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!
Music/Sounds: The three "chimes" used as the letters appear, which increase in pitch.
Availability: Extinct on TV.
Scare Factor: Low to high; the chimes and zooming may startle some who aren't used to it.
3rd Logo
(1958-1964)
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 logo 1, 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 on TV; was commonly seen on ATV programming seen on the ITV network.
Scare Factor: Same as logo 2.
4th Logo
(1961-1964)
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.
Availability: Extinct on TV; was a local ID in the two respective regions ATV broadcast in (in the Midlands Monday through Friday, and in London on weekends).
Scare Factor: Same as logo 2.
5th Logo
(1964-1968)
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 on TV; this was seen in both areas ATV broadcast to (as seen in this ident) until the 1968 ITV franchise renewal round. 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.
Scare Factor: Low.
6th Logo
(1969-1975)
Nicknames: "ATV Zoom in B&W", "ATV NOT IN COLOUR"
Logo: On a black background, a white circle grows into place. The animation then continues like the previous logo, only in black
and white. This logo was used for programs that had not switched to color in the late 60s.
FX/SFX: The "growing circle"; the logo formation effects.
Cheesy Factor: Sudden animation, but not primitive.
Music/Sounds: An abridged version of the "ATV IN COLOUR" theme.
Availability: Could be seen on any black and white ATV program during this time.
Scare Factor: High to nightmare; the loud music and animation are sure to unnerve people who haven't seen it before, though it still remains popular.
7th Logo
(November 1969-December 31, 1981)
Nicknames: "ATV Zoom in Color/Colour", "ATV IN COLOUR", "Colored Circles"
Logo: On a gray 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.
Variant: A still variant at the end of shows, which was sometimes in-credit, was used, which read "AN ATV COLOUR PRODUCTION".
FX/SFX: The appearance of the colored circles, the "rainbow" effects.
Music/Sounds: A loud, proud, and bombastic orchestral theme composed by Wally Stott. 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.
Scare Factor: Medium to high; the loud fanfare is certain to unnerve many viewers. Nevertheless, this is a popular logo.
Logo captures by Eric S., Mr. Logo Lord, and others
Edited by mr3urious and Mr. Logo Lord
Video capture by JokerCapt
Background: Originally formed as ABC by impressario Lew Grade, Associated TeleVision Ltd. was the parent company of ITC Entertainment until the early 1980s when ATV lost its ITV franchise to Central Television. In 1980, ATV attepmted to reorganize itself as Associated Communications Corporation (ACC) but due to bad finances and debts brought on by Lew Grade's attempt to turn ITC into a film studio, it was dissolved leaving only ITC Entertainment, whose library was its only money maker by then (it also had a valuable music division; its music publishing unit was sold to Michael Jackson in 1987 and the legendary Pye Records was spun off in 1980 becoming Precision Record and Tape Co. Ltd.). ITC folded the ATV archive into its own library eventually being bought by PolyGram in 1992. The ATV (and ITC) archives is now owned by ITV plc via Granada International.
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.
Availability: Long extinct on TV; 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.
Scare Factor: None.
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. "AssociatedTeleVision 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!
Music/Sounds: The three "chimes" used as the letters appear, which increase in pitch.
Availability: Extinct on TV.
Scare Factor: Low to high; the chimes and zooming may startle some who aren't used to it.
3rd Logo
(1958-1964)
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 logo 1, 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 on TV; was commonly seen on ATV programming seen on the ITV network.
Scare Factor: Same as logo 2.
4th Logo
(1961-1964)
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.
Availability: Extinct on TV; was a local ID in the two respective regions ATV broadcast in (in the Midlands Monday through Friday, and in London on weekends).
Scare Factor: Same as logo 2.
5th Logo
(1964-1968)
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 on TV; this was seen in both areas ATV broadcast to (as seen in this ident) until the 1968 ITV franchise renewal round. 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.
Scare Factor: Low.
6th Logo
(1969-1975)
Nicknames: "ATV Zoom in B&W", "ATV NOT IN COLOUR"
Logo: On a black background, a white circle grows into place. The animation then continues like the previous logo, only in black
and white. This logo was used for programs that had not switched to color in the late 60s.FX/SFX: The "growing circle"; the logo formation effects.
Cheesy Factor: Sudden animation, but not primitive.
Music/Sounds: An abridged version of the "ATV IN COLOUR" theme.
Availability: Could be seen on any black and white ATV program during this time.
Scare Factor: High to nightmare; the loud music and animation are sure to unnerve people who haven't seen it before, though it still remains popular.
7th Logo
(November 1969-December 31, 1981)
Nicknames: "ATV Zoom in Color/Colour", "ATV IN COLOUR", "Colored Circles"
Logo: On a gray 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.
Variant: A still variant at the end of shows, which was sometimes in-credit, was used, which read "AN ATV COLOUR PRODUCTION".
FX/SFX: The appearance of the colored circles, the "rainbow" effects.
Music/Sounds: A loud, proud, and bombastic orchestral theme composed by Wally Stott. 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.
Scare Factor: Medium to high; the loud fanfare is certain to unnerve many viewers. Nevertheless, this is a popular logo.
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