Carlton Central: 1999-2002

Central adopted the Carlton 'Star' branding on 6 September 1999, shortly before much of the network adopted the second generic look under the theme of 'Hearts'. The Carlton idents featured an opening film featuring a heart at the end, before a star shaped light came from the heart, engulfing the screen, and showing the endboard, which featured a background of spinning stars in different colours with the brand name centre screen above an ITV logo. The ident itself technically was praised, however the presentational package received complaints and criticisms due to the fact that the Central brand was replaced by the Carlton brand. These idents only featured the Carlton name on screen but the announcements that featured with idents used the name "Carlton for the Central Region" and separate continuity was retained.