In February 2000, the station renamed itself to Scottish TV and introduced a new box logo. The new logo was created by ISO Design, while the idents featured music composed by Savalas.
New idents for Scottish TV and Grampian TV were launched on January 6, 2003. The new idents were based on the personality idents used by ITV1 in England and Wales, but uses the Scottish and Grampian logos instead of ITV1's logos. In addition, some idents featured presenters of local programmes. With the move, the top blank portion of the square logos was removed.
On May 30, 2006, Scottish TV and Grampian TV were replaced by the further-truncated umbrella brand STV. The new identity was created by STV themselves and Edinburgh-based Elmwood Design.
"The new brand positioning is based on a vision to be Scotland’s essential source of information and entertainment. The identity is based on a contemporary blue ‘s’, which hints at bringing all of Scotland together whilst reflecting both the new positioning and the heritage of the Scottish TV brand. (...)
A range of new on-screen idents combine new faces with stunning locations across the country to represent a fresh, contemporary Scotland, centred on the blue letter ‘s’ which will become the symbol of the stations."