STV has undergone a refreshment of its branding which will see a new logo roll out across the channel, its programmes and websites from 23 March.

Created by Bruce Dunlop Associates alongside internal team STV Creative, the logo and six new idents will be launched as the company looks to reflect its Scottish heritage and will feature people and places from across the country.

This takes place as the company looks to opt out of the ITV Network more frequently and introduce more Scottish produced programming and acquired series.

The new STV logo was designed by creative agency BDA (Bruce Dunlop Associates), who specialise in TV branding, with significant input and collaboration with STV creative, STV’s internal team.  

The idents, which look to adopt a 'flicker-style' approach, were filmed by STV Creative, which worked alongside STV Graphics on the postproduction, while the flicker element was created by BDA.

STV introduced a new brand and idents three years ago, created by Elmwood, which featured individuals across Scotland passing the blue coloured ‘s’. 

The ‘s’ will remains as part of the STV logo but it has been adapted to allow the brand to be more ‘flexible and animated’.

Meanwhile, The company has also announced that its news programmes, Scotland Today and North Tonight will be named STV news at Six with new sets and graphics but no changes to the presenting teams.

David Brook, interim director of programmes and marketing, explained: “We wanted to introduce a new look for the station that would not only reflect Scotland’s strong heritage but also its vibrant, contemporary culture.  What we have now is a fresh new logo, which is flexible and adaptable and a new overall look to the channel that we very much hope our viewers like.  Our new look ties in perfectly with our strategy to opt-out of the Network schedule more often, and bring viewers more Scottish-produced programmes as well as series of wider appeal.”

STV’s director of broadcast services and regulatory affairs, Bobby Hain commented: “We’re taking greater control of our schedule and have plans to roll out some fantastic new programmes throughout 2009.  Creating compelling content and connecting with our viewers is key for us and it’s important that, in such a competitive digital age, we keep our appearance fresh, contemporary and relevant and deliver programming that’s good for our viewers, our business and the creative industry in Scotland."

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