Thames: 1989-1992

The skyline ident was finally withdrawn in the summer of 1989, when Thames celebrated its 21st anniversary. The revised ident retained the London landmarks but contained them in a blue and orange triangle, pointing downwards, with three wavy blue lines to represent the river and the words 'Thames XXI' in the orange part of the triangle and it was this logo which was used on the first ITV branding idents on 4 September 1989.

!st Generic Ident (September 1989-September 1990(

A new ident was launched on 3 September 1990, featuring a redesigned triangle logo containing Big Ben, the British Telecom Tower, the dome of St Paul’s Cathedral and Tower Bridge. Initially, this ident was used only before local programmes; a modified ITV generic ident featuring this new logo was used for networked shows. Once Thames learned it was to lose its franchise to Carlton, the ITV-branded ident was dropped in favour of the local ident which was used at all times from 4 November 1991 until 31 December 1992.