ATV’s best-remembered ident, possibly the best-remembered ident from ITV in the 1970s, combining the main elements of the 1960s idents (the chimes) and the more sophisticated animation of the later black-and-white ident.  

This appears to have been introduced sometime in the mid-1970s, at a time in Britain where colour televisions were becoming more common than black-and-white sets.  All early colour idents were made to a simple main colour scheme which would still look good on black-and-white sets - most were blue and yellow or blue and white -but ATV’s colour ident was the only one to demonstrate the ‘full-colour’ experience at the start.

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