Centric Independent Television

1998-1999
In 1998, the cake was moved behind the logo and Centric got a new look, designed by Lambie-Nairn. The logo simply became the word "Centric" written with capital letters in, with a transparent image of the cake in the background. The new look was based on the one used by Carltrins at the time. The reason they kept the cake for the idents was because it was a decision that was made to retain familiarity.

1999-2002
In September 1999, Centric relaunched its famous "cake" logo and the text was changed into the previous font for unknown reasons.

2002-present
In 2002, Centric adopted the Celebrity idents package with their cake logo mixed in. In 2003, the Celebrities were dropped and replaced with newer idents featuring the Cake superimposed over Midlands sceneries with ITV1 blocks scattered all over. On 1st November 2004, when ITV1 launched a new ident package, Centric returned to the 1990s ident package with newer idents similar to the ones from 1985-1998.