In March 2009, STV announced it was to relaunch its TV and online services with fresh new looks. As part of the refresh, new idents and other presentational devices launched on STV on Monday 23 March 2009. The new logo, which features part of the saltire, was designed by brand agency Bruce Dunlop with assistance from STV Creative.
The new look coincided with the announcement that STV is planning to opt-out of network programming more in a move designed to give greater prominence to Scottish programming.
Ident A: Viewpoint
The first ident to be shown, Viewpoint followers a walker admiring a breathtaking view. Similar scenes are then viewed through a flipbook-style animation which reveals the STV logo.
Ident B: Castle/Buildings
A father and son race towards a Scottish castle before the flipbook reveals some of Scotland’s greatest architectural achievements. Sadly, if I told you I knew the name of the castle I’d be fibbing so answers on a postcard please!
Ident C: Rain
This one shows people enjoying a spot of wet weather. Naturally.
Ident D: Party
To emphasise that Scotland isn’t all scenery and rain this BBC1 Festival-esque ident features young people partying to the new STV soundtrack.
Ident E: Home
Underbelly
Ident and Break Bumper
STV is the only part of the ITV network to show Underbelly, the hit Australian drama series.
Trail Style
Regular Breakbumper
X Factor Breakbumper
Scotland's Greatest Team Break Bumper
Promos
Sport Promos
Next Slide
ECP
Endcap
STV Player Promo
STV National Weather
Christmas 2009
Ident
Break Bumper
Promo
Weather
