The new company was originally named the "Associated Broadcasting Company" ("ABC"), but Associated British Corporation's parent company, which wished to call their station "ABC" and ran a large chain of cinemas under those initials, successfully sued for prior ownership of the name. After ABC had been operating for three weeks the name was changed to Associated TeleVision Ltd (ATV). The logo, designed for ABC and tweaked for ATV, was a "shadowed eye" inspired by the CBS logo and reputedly designed by Lew Grade on a transatlantic flight back from the US. The logo is one of the most recognisable in broadcasting.