Associated Television
The new company was originally called the Associated Broadcasting Company (ABC), but the Associated British Picture Corporation wished to call their station "ABC" and they ran a large chain of cinemas under the name ABC. They successfully sued for ownership of the ABC name, causing the Associated Broadcasting Company to rebrand three weeks after starting the London weekend service changed their name to Associated TeleVision Ltd (ATV). The logo made for ABC was tweaked for ATV. The shadowed eye was inspired by the CBS logo in the US and was designed by Lew Grades on a transatlantic flight.