STV is the bran used by both ITV licensees in Northern and Central Scotland, formerly known as Grampian TV (now legally STV North Ltd.) and Scottish TV (now legally STV Central Ltd.) respectively. The brand was adopted on Tuesday, 30 May 2006 replacing both franchises' identities, similar to that of ITV1. Its positioning, identity and brand guidelines were developed by Elmwood Design's Edinburgh office. Both licensees are owned by SMG plc, which also owns such other brands as Virgin Radio and Ginger Productions.