This might be a print logo.
The Palatino font was used in the logo itself separate from the generic ITV branding.
In 1999, Border changed their logo. They used the same font they used for their 1989 Generic ident in a rectangle above the ITV logo, as it was already used in its logo since 1993.
Oddly, there's no icon in a box above it, even though the other logos did. It was brought back by Granada for its endcaps in 2001.