BBC Two Gets New I-dentity

BBC Two has developed a series of new on-screen I-dents to the tune of £700,000 in which the figure ‘2’ represents a portal through which the world is seen differently.

The seven different scenarios, which were designed by Abbott Mead Vickers BBDO and produced by Red Bee Media, are designed to reflect the range and diversity of content on the channel. In each I-dent the camera pulls back to reveal that you are looking at the world in an unexpected way – through the figure two. They will go live from Sunday 18 February.

Roly Keating, controller of BBC Two, said: “Our famous 2 is one of the most recognisable and durable brand images in British media, and this latest evolution takes it into fresh and exciting territory. These new I-dents embody all of BBC Two’s distinctive humour, creativity, playfulness and surprise – and they’re also beautifully-executed pieces of film-making in their own right.”

Viewers can also create their own “citizen I-dents” of the new BBC Two look by downloading the “2” template from the channel website. The template will be available from 28 February and the best ones will be posted on the site. There will also be a wall-chart celebrating some of the most memorable BBC Two I-dents.

The new channel logo will retain its block shape but has a more contemporary font and a new colour, while the colour palette has also been extended to include a range of six new colours.

Last summer BBC One unveiled eight new on-screen I-dents based around a circle concept (see BBC One Returns to Globe Influenced Idents).

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