In March 2009, STV announced it was to relaunch its TV and online services with fresh new looks. As part of the refresh, new idents and other presentational devices launched on STV on Monday 23 March 2009. The new logo, which features part of the saltire, was designed by brand agency Bruce Dunlop in conjunction with the Scottish broadcaster’s in-house creative team. The new look coincided with the announcement that STV is planning to opt-out of network programming more in a move designed to give greater prominence to Scottish programming. STV HD also launched on 6 June 2010 on Freeview. STV HD Finally launched on Sky on 28 April 2014.
David Brook, STV’s interim director of programmes and marketing, said:
We wanted to introduce a new look for the station that would not only reflect Scotland’s strong heritage but also its vibrant, contemporary culture. Our new look ties in perfectly with our strategy to opt out of the network schedule more often, and bring viewers more Scottish-produced programmes as well as series of wider appeal.
STV’s director of broadcast services and regulatory affairs, Bobby Hain, added: “We’re taking greater control of our schedule and have plans to roll out some fantastic new programmes throughout 2009. Creating compelling content and connecting with our viewers is key for us and it’s important that, in such a competitive digital age, we keep our appearance fresh, contemporary and relevant.
As part of the rebranding, STV also renamed its 6pm flagships programmes Scotland Today and North Tonight as STV news at Six. The company said: “the distinct regional and local content of each programme will remain the same, with comprehensive coverage of each licence area in the north and central regions”.