STV is the brand used by both ITV licensees in Northern and Central Scotland, formerly known as Grampian Television (now legally STV North) and Scottish Television (now legally STV Central) respectively. The brand was adopted on Tuesday 30 May 2006 replacing both franchises' identities. Its positioning, identity and brand guidelines were developed by Elmwood Design's Edinburgh office. The STV branding was previously used by Scottish Television from around 1970 to August 1985. Both licensees are owned by STV Group plc.