[Milkshake]

The first version was probably made by the design company probably why the central cake isn’t as well rendered, the grey part isn’t right, the other two was the proper central cake.

I think you’re right. The flatter looking cake logo from the first version of the endcap also appears at the start of the Central version of the ITV 1989 generic ident.

youtu.be 

I would imagine it was part of the 1989 presentation package provided by English Markell Pockett.

When English Markell pocket made the 1989 package, it was a complete rebrand, I think YTV were the only one to use every single piece which was create. There was alot, however as pointed out more care was given to package overall than the individual ITV company logos.

Someone did upload the Design guide once and it was rather breath-taking how much meat there was on the bones.

At least Central took the ident even if they created 6 different version of it to give it more life.