TV-am

Background
TV-am was the ITV franchise for breakfast television that aired between 6 and 9:25 am. Launched on 1 February 1983, its flagship programme was Good Morning Britain. Throughout the years, the station has suffered from numerous management changes and financial cutbacks. On 16 October 1991, TV-am lost its franchise to Sunrise Television, later renamed GMTV when it replaced the former channel on 1 January 1993.

1st Ident (1 February 1983-1988)
Visuals: The ident starts on a dark, cloudy sky background gradually becoming brighter as the sun rises from afar. As the sun continues to rise, the clouds begin to crossfade to the logo on a white background, consisting of a simple sun partially covered by a -hot pink- stripe. Underneath the bar is the channel name. After a few seconds, one of two transitions would occur:
 * If the intro to Daybreak was to follow this ident, the ident fades to the first shot of the intro.
 * If the intro to Good Morning Britain was to follow, the ident fades to white.

Technique: 2D computer effects.

Audio: It starts off with a descending flute and then some twinkling. The last flute note is held for the rest of the logo. When the clouds crossfade into the logo, a whoosh is heard, followed by a few ascending chimes.

Availability: It was used as a startup bumper, usually preceding Good Morning Britain ' s intro.

2nd Ident (1 February 1983-30 December 1992)
Visuals: Over a partly cloudy (overcast in 1983) sky is an egg inside a chalice with the copyright year in a stacked format pasted onto the former. The channel name is seen on the lower half of the chalice cup.

Trivia: The eggcups shown here rested on the roof of TV-am's studios (they still do, actually).

Variants:
 * For each year, another egg in a cup would be added. The eggs containing the previous years are placed behind the one with the current year labeled.
 * Starting in 1990, the eggcups are shifted upwards where their reflections are seen.
 * Starting in 1991, the copyright years are also redrawn to appear thinner.

Technique: None.

Audio: The last few seconds of the Good Morning Britain theme. Otherwise, none or the ending theme of the programme.

Availability: This was used as a sign-off ident between franchise handovers until 30 December 1992 (it was not used on TV-am's final broadcast day).

3rd Ident (1988-31 December 1992)
Visuals: On a white background with a faint pink tint on the bottom of the screen, a bar flips in from the right, followed by a  and  bar, with the latter thinner than the former, from the left. Then, the sun shape and the company name in fade in on top and underneath the bars respectively.

Technique: 2D computer animation.

Audio: Same as the 1st ident.

Availability: It was used as a startup ident.

4th Ident (1988?-31 December 1992)
Visuals: There are bars on both sides of the screen. In the center is a white box and a thick bar on the bottom. Within the former shape is the 1988 TV-am logo.

Variant: In December 1992, the logo was given a Christmas theme. Here, a mistletoe is placed on top of the sun and snow lays all over the logo. Surrounding it are snowflakes of varying shapes and sizes.

Technique: None.

Audio: A relaxing seven note synth jingle.

Availability: It was seen after commercial breaks during airings of TV-am News.