1998-October 31, 2004[]
Bumper:
- We see the 1998 ITV logo above and we see a purple heart lands in the matching water causing a splash.
- We see a purple heart in the center with the 1998 ITV logo, the water background is beneath it. Several white streaks form around the logo.
Variants:
- Starting in 2001, the ITV1 logo is used.
- Sometimes, the regional logo is used instead of the national ITV logo.
FX/SFX: Either Live Action or CGI.
Music/Sounds: None.
Availability: Extinct.
2002-October 31, 2004[]
Bumper:
- 2002-September 1, 2003: We see the 2002 ITV1 logo in the center, zooming in slightly over the blue streak background.
- September 1, 2003-October 31, 2004: We see the 2002 ITV1 logo in the center, zooming in slightly over the glass tiles background.
- 2002-October 31, 2004: We see the ITV1 logo squares: 3 blue and 1 yellow forming over a split second.
Variant: As with the previous bumper, this one would sometimes instead show the regional logo.
FX/SFX: The background.
Music/Sounds: None.
Availability: Same as the previous bumper.
November 1, 2004-January 15, 2006[]
Bumper: We see the 2004 ITV1 logo forming over a custom theme background (e.g. silk, light or building)
Variant: Sometimes, the region's name appears underneath the logo.
FX/SFX: The forming of the logo.
Music/Sounds: None.
Availability: Same as the previous bumpers.
January 16, 2006-January 2013[]
Bumper: We see the 2006 ITV1 logo forming over a black background.
Variants:
- Starting in late 2006, the word "itv" changed to black and the logo is put over a random background.
- On transmitters, the region's name appears below.
FX/SFX: The logo forming.
Music/Sounds: None.
Availability: Same as the previous bumpers.
January 14, 2013-December 31, 2018[]
Bumper: On a white curved abstract background, we see the current ITV logo transitioning in from the dot of the "I". At the end of the ad breaks, the logo transitions out.
Variants:
- Starting in late 2013, parts of the logo can be in different colors.
- A regional version exists.
FX/SFX: The logo fading in and out.
Music/Sounds: None.
Availability: Same as the previous bumpers.