By 1988, the Anglia knight had started to be considered old-fashioned. Lambie-Nairn was brought in to create a new look with a logo made up of triangles which formed a stylised A. The new identification symbols consisted of the new logo in the form of a flag blowing in the wind on a dark slate texture background. The segments of the logo would fade in and out on a seemingly random basis.
This generic ITV ident went unused.
A new look, also designed by English & Pockett, was launched on November 8, 1999.