[Former Member 406]

Although ITV had dropped those idents in Feb 2004 in favour of the new cubed logo, which isn't something they could have so easily amended.

They were clearly pieved that the addition of the  "1" at the end of the station name was failing to penetrate the collective consciousness of the 99% of "ordinary viewers" (i.e. as opposed to pres geeks like us) when they decided to introduce the cube logo.

It was rather a case of: "Sorry, what numeral is that? I can't quite see. It is, after all, very small". (See also the "Channel 3 North East" era of Tyne Tees Television, for a similarly subtly-sized digit).