BBC looks to its heritage for new idents

BBC One's new programme idents, which launch on October 7, show a revolving circle, reminiscent of the corporation's iconic revolving 'globe'. The circle also makes up the lower case 'o' used in the text for BBC One.

Reportedly costing £1.2m, the idents feature a revolving circle formed by, among other things, the moon, an apartment building, people playing football, flying kites and riding motorcycles.

Tim Davie, BBC director, marketing, communications and audiences, said: "The strength of the idea is its simplicity. It creates an identity for BBC One that is absolutely true to its heritage but it's wonderfully modern."

The 'red' branding of its previous 'Dancers' theme, introduced in 2002, has been retained.

Red Bee Media, formerly BBC Broadcast, created the eight new idents, with another eight executions planned over the next five years. Each ident will be used to reflect editorial content of each programme.

Charlie Mawer, executive creative director of Red Bee Media, said: "We wanted to design idents that were simple enough to act as a strong branding device but rich and complex enough to reward repeat viewing. We deliberately collaborated with a varied group of directors and post production companies to bring this vision to the screen. "

The BBC 'globe', which featured between programmes for over 40-years in its different guises, was discontinued in 2002, with some considering it "imperialistic".

Peter Fincham, controller, BBC One, said of the new idents: "The circle, which is at the heart of this campaign, has been familiar to BBC One viewers over the years, but what we've got here is modern, forward looking and surprising."

Click here to see the new idents in full