In 1969 came the rise of color for ITV. It was chosen the color blue as an Station ID. The STV brand was used again in 2006
The look was created by Lambie-Nairn.
The Scottish Television version of the 1989 ITV logo was used, but only for a short period.
New idents for Scottish TV and Grampian TV were launched on January 6, 2003. The new idents were based on the personality idents used by ITV1 in England and Wales, but uses the logos of Scottish and Grampian instead of the ITV1 one. In addition, some idents featuring presenters of local programmes were produced. With the move, the blank part of the square logos was removed, and only the part with the name kept.
- "The new brand positioning is based on a vision to be Scotland’s essential source of information and entertainment. The identity is based on a contemporary blue ‘s’, which hints at bringing all of Scotland together whilst reflecting both the new positioning and the heritage of the Scottish TV brand. (...)
- A range of new on-screen idents combine new faces with stunning locations across the country to represent a fresh, contemporary Scotland, centred on the blue letter ‘s’ which will become the symbol of the stations." - Elmwood Design
On June 2nd, DixonBaxi's rebrand of STV was on-air with new endboards, logos, etc. This time, we now see an outline.
| STV Central (HD) | STV North | STV Glasgow | STV Edinburgh | STV Aberdeen | STV Ayr | STV Dundee|
STV Bingo | STV Children's Appeal | STV Cities | STV Creative | STV Health Centre | STV News | STV Player | STV Productions (Ginger Productions) | STV.tv | ScottishPassport.com
| Current channels|
ITV (HD, +1) | ITV2 (HD, +1) | ITV3 (HD, +1) | ITV4 (HD, +1) | CITV | ITV Encore (HD, +1) | ITVBe (HD, +1) | JML Direct TV | UTV Ireland