Brand refresh

Reinvigorating with a refreshed look. 

The reinvention of BBC Two continues with the launch of a full set of new idents beginning on Thursday 27 September that will refresh the channels identity for the first time in twenty years that are reflective of the channels commitment to specialism, challenging and complex programming, creativity, alternative outlook and unorthodox DNA.

Patrick Holland, Controller of BBC Two said: ‘We have been working to re-invigorate BBC Two, making it the home of the most urgent documentaries, the most brilliantly crafted dramas, the most mischievous comedies, the most eye opening history and science. The new channel branding reflects this constantly eclectic and stimulating mix of programming and I am so excited to see it help define this next stage of the channel’s evolution’.

At the heart of BBC Two is a channel that is modern, contemporary and always stimulating. These new idents will provide the audience with a visual signifier that will complement the type of programmes on the channel and links the eclectic channel schedule together with seamless transitions between programmes.

The idents are initially made up of 16 different animations created by a range of high quality British and international animators. The intention is to add to these animations over time and will include one from Aardman.

The brand refresh was the result of a partnership between the BBC’s in-house agency BBC Creative and brand agency Superunion.

Mark Tierney, BBC Portfolio Head of Marketing, Specialist Mainstream, said: “BBC Two exists to bring complex subjects and stimulating content to big mainstream audiences.  The branding challenge is how to package that content, in all its wonderful diversity, in a consistent and memorable way that helps audiences understand what BBC Two is.  This set of new idents wraps all our programmes and our trails in clear, distinctive and flexible yet consistent branding which can adapt all the time to reflect the variety of our content.”

Laurent Simon, Executive Creative Director, BBC Creative said: “This project is one of those gift briefs that not only allow for the best art and design minds in the country to come together - but also has an immediate effect on popular culture with millions of eyes seeing it every day. Only the BBC offers such a large public platform for creative expression and exposure. What’s also exciting is that it’s modelled to be iterative, refreshed and expanded by as many collaborators - upcoming, diverse or long established - as we see relevant for the audience and the channel. It’s constantly stimulating.”

Stuart Radford, Executive Creative Director and Katherina Tudball, Creative Director, Superunion, jointly said: "It’s been a privilege to work with the BBC on one of Britain’s most iconic TV brands. Collectively we’ve developed a new approach to channel identity that continuously and seamlessly reflects the breadth of emotions evoked by BBC Two’s stimulating content. Our diverse range of idents allows artistic freedom to our collaborators (much like the channel does for its programme creators), all unified by the iconic curve of the numeral 2."

The idents

The idents were created through a series of collaborations between some of the best of British animation talent and others from around the world. Collaborators included: FutureDeluxe, Aardman, The Mill, Kenneth Robin, Ari Weinkle, David McLeod, Helmut Breineder, Conlan Normington, Kijek and Adamski, and Mainframe. The channel is also working with a number of high profile British artists, including sculptural installation artist David Batchelor, to create animations and further details will be announced in due course. BBC Creative Design will also be producing an ident in the near future.

Audio to accompany the animations was created by award winning British composer and sound designer Alex Baranowski. His approach was to use the same two notes which would then evolve and create an atmospheric journey through each animation.