ATV's logo has always consisted of a shadowed eye, inspired supposedly by the logo of CBS. This shadowed eye with the letters ATV inside came to represent the company. The first ident featured a single eye shape, moving to reveal the shadowed eye, and animating so that each of the letters ATV animate in accompanied by one of the three musical notes on the ident score. The caption below read "Associated TeleVision Ltd.", the only time the station's full name was displayed in an ident. The shadowed eye however was out of proportion, attributed to the hurry to redraw the ident following the name change from ABC.