ITV Central (formerly Central Independent Television and commonly known as just Central) is the British Independent Television contractor for the Midlands, succeeding ATV on 1 January 1982.
January 1982 - November 1983
Central's first ident, which was a rather explosive affair. It was used until around 1984.
1983 - 1988
This second, less explosive ident was launched in 1982 in conjunction with the first logo. From 1983, this logo was used all the time nationally.
1988 - 1998
A new logo and a new era in television presentation. Central's "Cake". The first versions of this logo appeared in 1986 in the Midlands, and hundreds of different variations of the cake were made, and some of them can be seen below.
1989 Generic Look
In 1989, Central adopted the ITV Generic idents that were not used by all regions. Central's cake was reduced to somewhat of a mess.
1999 - 2002
In 1994, Central was completely bought by Carlton Communications and on 6 September 1999 was rebranded as Carlton Central, though the registered company name remained Central Independent Television Limited. The new identity, produced by Lambie-Nairn was used across all of Carlton's franchises; Carlton London, Carlton Westcountry and some elements on HTV. Only the "Carlton" name was used on air, however Central's regional news programmes retained the "Central" brand.
2004-2005
Central was rebranded to ITV Central on 28 October 2002, and the ITV1 celebrity idents in use across England and Wales employed a local identifier only before regional non-news progrmaming. Initially this was 'Carlton', along with the London and South-West regions, however by the 2004 rebranding this was changed to 'Central'.
2005-2006
