From Audiovisual Identity Database

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TV-am was the ITV franchise for breakfast television that aired between 6 and 9:25 am. Launched on February 1, 1983, their flagship programme was Good Morning Britain. Throughout the years, the station has suffered from numerous management changes and financial cutbacks. On October 16, 1991, TV-am lost its franchise to Sunrise Television, later renamed GMTV when it replaced the former channel on January 1, 1993.

1st Logo (February 1, 1983-1988)

Logo: We start off on a dark, cloudy sky background gradually becoming brighter as the sun rises from afar. As the sun continues to rise, the clouds begin to crossfade to the logo on a white background, consisting of a simple sun partially covered by a gold-hot pink-blue stripe. Underneath the bar is the channel name.

Technique: 2D computer effects.

Music/Sounds: It starts off with a descending flute and then some twinkling. The last flute note is held for the rest of the logo. When the clouds crossfade into the logo, a whoosh is heard, followed by a few ascending chimes.

Availability: Extinct. It was used as a startup bumper, usually preceding Good Morning Britain's intro.

2nd Logo (February 1, 1983-December 31, 1992)

Logo: On a partly cloudy background, there is an egg inside a blue chalice with the copyright year in a stacked format pasted onto the former. The channel name is seen on the lower half of the chalice cup.


  • For each year, another egg in a cup would be added. The eggs containing the previous years are placed behind the one with the current year labeled.
  • Starting in 1991, the egg cups are shifted upwards where their reflections are seen. The copyright years were also redrawn to appear thinner.

Technique: None.

Music/Sounds: The last few seconds of the Good Morning Britain theme. Otherwise, none or the ending theme of the programme.

Availability: Extinct; was used as a sign-off ident between franchise handovers.

3rd Logo (1988-December 31, 1992)

Logo: On a white background with a faint pink tint on the bottom of the screen, a blue bar flips in from the right, followed by a red and orange bar, with the latter thinner than the former, from the left. Then, the sun shape and the company name in blue fade in on top and underneath the bars respectively.

Technique: 2D computer animation.

Music/Sounds: Same as the 1st logo.

Availability: Extinct; was used as a startup ident.

4th Logo (1988?-December 31, 1992)

Logo: There are gold bars on both sides of the screen. In the center is a white box and a thick red bar on the bottom. Within the former shape is the 1988 TV-am logo.

Variant: In December 1992, the logo was given a Christmas theme. Here, a mistletoe is placed on top of the sun and snow lays all over the logo. Surrounding it are snowflakes of varying shapes and sizes.

Technique: None.

Music/Sounds: A relaxing seven note synth jingle.

Availability: Extinct; it was seen after commercial breaks during airings of TV-am News.

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