Central: 1998-2006

Central's infamous cake symbol was retired in April 1998. The replacement lacked a logo, retaining just the legend 'CENTRAL' formatted in Gill Sans (the same as Carlton used at the time). The idents now featured the name Central in the centre of the screen against a bright and colourful background. The idents featured a 2D animation of either the letters interacting in some way, a letter being replaced with another object, or the word being part of a larger scene, such as a cross word of place names in the region. Many of these were adaptations of idents which had been used by Carlton in London since November 1996.



ITV (October 1998 onwards)




Thanks to Benriggers for the pics

News/Broadcasting A
Thanks to Benriggers for the pics

The Bill Ident
Thanks to Benriggers for the pics

Thanks to Benriggers for the pics

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.

Sport Ident

On 28 October 2002, the unified ITV1 identity came to the ITV regions. Most of the idents featured popular ITV1 celebrities of the time. Local versions were also created for regional news etc.
The version seen here is that of Wesley Smith, who presented Central News South at the time.

Local Scenery Idents 2003-2004
Introduced in November 2003, and shown before local programming until early 2004, scenery idents were used on the still Carlton-owned regions of ITV Central, ITV West, ITV Westcountry and ITV Wales.

Central was rebranded to ITV Central on 28 October 2002, and the national ITV1 idents employed a local identifier only before regional non-news progrmaming. Initially 'Carlton', along with the London and South-West regions, however by the 2004 rebranding this was changed to 'Central'.