STV is Scotland's leading commercial television channel, an affiliate of the ITV network carrying its defining programmes like Emmerdale, Dowtnon Abbey and Britain's Got Talent as well as local news and other programming. Recently, the entire group was given a revitalised corporate identity by London-based DixonBaxi.
The new look comes STV is expanding by launching two new local news channels in Edinburgh and Glasgow. DixonBaxi say they worked on "unearthing the spirit of what it means to be Scottish and imbuing the network with a ‘Big Life’ attitude". The previous logo has been revitalised and infused with dimensions and light. It comes colour-coded for different genres, channels and corporate divisions. On screen, the triangle flies around to shed light on different programmes in trailers or aspects of Sottish life in the idents. The typography is clear and sharp, using an altered version of FS Me as its corporate typeface.
The previous logo was introduced in 2009 and developed by BDA Creative. It was inspired by Scotland's flag.