In 1998, CTV introduced a new "ribbons" identity that remained in use up until 2018, with various minor adjustments, until then. Initially, CTV used the three coloured ribbons and shapes of its logo to represent its different divisions. In network branding, the red ribbon and circle represented entertainment programming, the blue ribbon and square represented news programming, and the green ribbon and inverted triangle referred to sports programming. For a period, the identity featured bumper idents featuring CTV personalities manipulating the logo's shapes as physical objects. In 2004, the network added colour gradients to the shapes to create a 3D effect.