The BBC TwoPersonality idents were a set of idents used on BBC Two from 19 November 2001 (the same day when ITV2 also launched a new look) until 18 February 2007. The idents were produced by the Lambie-Nairn branding agency, who had created the previous look. The idents feature an ivory sans serif white '2' in a yellow environment and performing a variety of tasks, and a purple boxed BBC Two logo.
Throughout the 1990s, the programming of BBC Two was gradually evolving from factual programming to more light-hearted programming. As a result, the channel's identity at the time was starting to appear alienated - some of the longer-running idents like 'Firecracker', 'Steam', 'Diary', 'Silk' and 'Copper Cut-Out' were retired at the end of 1999 to combat this, with newer, more appropriate idents like 'Catalyst', 'Excalibur', 'Kebab', 'Predator', 'Wave Day', 'Wave Night', and 'Woodpecker' being introduced as a replacement at the start of 2000. However, by 2001, the channel's programming had evolved to a point where it was primarily entertainment-based, and this was seen as completely incompatible with idents that had, at that point, been regularly airing for as long as a decade. It was eventually decided that the channel's identity would need to be changed on a much larger scale in order to fit in with its evolved schedule; one that would equal the popularity of the previous identity, but also to be more light-hearted and appropriate to fit in with the channel's new programming. Martin Lambie-Nairn, the designer of the previous identity, was recalled to create an entirely new identity: the result was that the '2' from before was retained, but it was now anthropomorphised.
At the same time, the BBC Two programme controller changed and the BBC Two channel was directed differently; it wanted to broaden its audience, it wanted to be much lighter and so the identity we had produced for it before became completely wrong. It was based in the art world, if you like, and so we made the 2 into a character.
— Martin Lambie-Nairn [1]
It was also decided to alter the "BBC TWO" logo that had been used previously - this was done by putting the logo in a box, with the BBC stacked on top of the TWO. This design would subsequently be replicated by the other BBC channels between 2002 and 2003.
After this was running for about four or five years, we then had some new programme controllers come in, and they were not at all sympathetic of having the system 'BBC' and then their brand after, same as their colleagues next door. They wanted a logo like proper television channels and proper companies ... we were then called back in, and they said we want a logo. They quite simply said you do it or we get someone else to do it. So I said I would do it, in case someone does something horrid, and so I just put them in a box.
— Martin Lambie-Nairn [1]
All of the idents were computer-generated and featured the '2' from before in a yellow environment, performing various anthropomorphic activities. The newly designed box logo for the channel would be located in the bottom right corner of the screen and would always remain there in both the idents and the presentation.
A notable occlusion of the look was that of the clock. When the channel rebranded, no clock design was made for the look. Idents continued the use of the 'Subtitles' DOG[ clarification needed ] in the top right corner from the last look, but also included the BBC Two website URL as a DOG[ clarification needed ] in the top left corner which was removed in 2004. Unlike the previous branding, neither the URL or the 'Subtitles' DOG would fade in.
| Title | Air dates | Description |
|---|---|---|
| Fish | 19 November 2001 – 17 February 2007 | Fish features an ivory 2 first rising off the floor before fish entering on screen from the right. The 2 then blows bubbles to scare the fish away, before the fish return to investigate this strange intruder. This ident was the first to be shown at 07:00. The ident was later revised after two months to swap the 2 over, who had previously been back to front during the idents. The music was generic with sound effects of bubbles when the fish swam away. |
| Bounce | 19 November 2001 – 17 February 2007 | Bounce was the most generic used of the set. It featured a 2 bouncing around the screen and in and out of the top. It bounced at different angles to a soundtrack with a low note on each bounce. Stills of this ident were used for slides, such as breakdown slides and slides containing information for the BBC Action Line. |
| Logo | 19 November 2001 – 17 February 2007 | The 2 stands vigil at the top of the screen surveying the landscape before noticing that the BBC Two logo isn't there, instead being occupied by a white square. The helpful 2 then moves over, and uses its mechanical arms to lift and flip over the BBC Two logo, before retreating to the top of the screen. On the launch of BBC Three or Four, it rotates to the BBC Three (or Four) logo. |
| Domino | 19 November 2001 – 17 February 2007 | A huge line of 2s are lined up like dominoes waiting for the 2 on the end to fall, setting off the chain. An instructor 2 blows his whistle: the end 2 wobbles, but falls the wrong way, leaving his fellow 2s stranded and the instructor infuriated. |
| Bounce Sombre | 28 January 2002 – 17 February 2007 | This ident, introduced in late January 2002, used the same graphics as Bounce but had a modified soundtrack made of base string instruments with bass drums used when a '2' bounced. This ident was introduced to introduce serious programming, such as Newsnight , following complaints by announcers concerning the lack of an appropriate ident. |
| Screen Clean | 7 February 2002 – 17 February 2007 | A dirty black spot has appeared in the middle of the screen. The 2 notices it, and goes to clean it, by breathing on it and then rubbing it off with his hand, before returning to his position. |
| Drip | 15 March 2002 – 17 February 2007 | The 2 gets dripped on by water droplets, and wherever he moves around the screen, the droplets always fall on him. The soundtrack that accompanied the music was a short, snappy techno variation of the jingle, with no soundtrack while the 2 is being dripped on. A loud dripping noise is heard each time the 2 is hit. |
| Invisible Walls | 9 May 2002 – 17 February 2007 | A 2 glides around the screen, going from left to right and disappearing behind invisible walls, only to reappear at a different point on the screen. The soundtrack is a minimal version of the jingle with surreal overtones when a 2 passes an invisible barrier. This ident was another used to introduce serious programming and gave more variety to said programmes. |
| Formation | 27 June 2002 – 18 February 2007 | A 2 slides onto a structure similar in concept to a see-saw. Another 2 then jumps on the other end propelling the 2 atop of a stack of eight 2s all balancing on a ball. The soundtrack is a comical, circus themed version of the jingle. It was used mainly for comedy programmes and introduction into CBBC and CBeebies children's strands. It was the last Personality ident to be shown before CBeebies. The following junction had the new 'Window on the World' idents. |
| Remote Control | 28 June 2002 – 17 February 2007 | A 2 comes along to find a remote control device on the floor. Upon picking it up and shaking it, he moves it, to find he controls himself. He reverses quickly, does a spin before crashing into the screen, causing the screen and BBC Two logo to get knocked, and the remote control aerial to get bent. The soundtrack was a techno rendition of the jingle. The knocked effect to the BBC Two logo was removed in 2004, when the URL was removed. |
| Drum | 3 August 2002 – 17 February 2007 | A 2 bounces up and down, as if on the skin of a drum, in time to the music: a reggae rendition of the jingle. During this, the 2 falls onto its side and upside down. This ident was created to introduce a season of programmes entitled "Jamaica 40". |
| Paintbrush | 28 October 2002 – 17 February 2007 | The 2 notices a brush sticking out from the BBC Two logo. The ever curious 2 picks up the brush, and paints a stylised '2' on the screen in the same purple as the logo. He then adds a dot in the 2 and a dot on the other side before drawing a line underneath the bottom, similar to a mouth, and another above a dot to create a face. He stands back to admire his work. |
| Sticky Label | 11 March 2003 – 17 February 2007 | A 2 notices that the logo is located in the centre of the screen at a slanted angle, as opposed to its normal bottom right position. The 2 then peels off the logo and sticks it back in its corner. However the logo is stuck to his fingers and he can't peel it off. He tries flicking it off only to have it get stuck on his shoulder where he can't see or get to it. The ident was accompanied by a twanging soundtrack and version of the jingle. |
| The Big Read | 29 March 2003 – 17 February 2007 | Six 2s are sat reading books gently and in time with each other. However, one of the 2s, who is eager to learn the plot, flicks through in a hurry to the end and then laughs softly. The other 2s then follow, and too laugh at the outcome. The ident is accompanied by a gentle flute version of the jingle and was used to introduce BBC Two's The Big Read. |
| Fire | 30 June 2003 – 17 February 2007 | A 2 moves into centre screen before sprouting a flame thrower. The background goes a dark yellow as it starts spraying fire everywhere as it reverses, going round in circles and jumping spraying fire in bursts. It stops and retracts the flamethrower, but only when it sets the BBC Two logo on fire. The background and 2 return to normal as the logo continues to burn. |
| The Big Read Crowd | 20 October 2003 – 17 February 2007 | A variation on The Big Read: instead of six 2s, there is now a whole screen full all reading. However, the centre 2 can't help but flicking quickly to the back, sparking off the rest of them. Used primarily for The Big Read. Although this ident remained in circulation after their introduction, it was rarely seen. |
| Morris Dancers | 1 May 2005 – 17 February 2007 | A 2 playing an accordion pans out to reveal six other 2s, complete with handkerchiefs, partaking in Morris Dancing. They continue to weave amongst one another and wave their handkerchiefs until the ident end. The soundtrack features the jingle before a morris style tune with electric guitar at the end kicks in. This was the final ident to be added to the regular roster before the entire set was revamped in 2007 (not counting the Frosty and Venus Fly Trap idents as they were both originally part of the 1991-2001 set). |
| Frosty | 10 February 2006 – 17 February 2007 | Used to introduce coverage of the Winter Olympics 2006, this ident featured a huge ice '2' with small white 2s skating on top of and falling off of said 2, against a blue background. This ident is not new, but in fact the BBC Two Christmas ident from 2000, albeit with the new logo. Following the games, the ident was retained and regularly used, for sporting events. |
| Venus Fly Trap | 22 May 2006 – 17 February 2007 | Venus Fly Trap begins centred on a '2'-shaped butterfly sitting within a jungle environment. The camera then zooms out, and the '2' is gobbled up by a larger '2' in the form of a Venus flytrap. The audio starts off quiet and gentle, but then builds to a crescendo as the butterfly '2' gets swallowed, before returning to quietude. This ident was part of the 1991–2001 ident set, named Predator, but was revived, albeit with the new logo. It was added to introduce the RHS Chelsea Flower Show, but was retained for programmes like Gardeners' World . |
BBC Two, for the first time, decided to reuse some of their previous Christmas idents in the years during this era, instead of a new, annual ident. The Christmas idents are as follows:
Near the end of the period, special idents were used to introduce special programmes.
Another special ident was created in 2002, following the launch of BBC Four. This special variation of Logo involved the 2 rotating the box to display 'BBC Two' as normal, before rotating it again to display the BBC Four black box logo. This was used before the "BBC Four on BBC Two" strand. Two other variants were also produced of the ident. One included the BBC Three logo for their programming displayed on the channel, but this was rarely used because BBC One repeated a lot of BBC Three's programming (the only known time this was used, was to introduce a simulcast of the first two hours of the launch) and the other had the BBC Three/Four logo replaced with the BBC 2W logo, which was shown in Wales only.
The package has been praised for its creativity, but ultimately largely seen as inferior to its predecessors, mainly for a number of issues. The first of this was the fact that there is significantly less choice. At the launch of the last look there were eleven launch idents, as compared to four with the personality 2s. This was especially noticed by the announcers, and the network director apparently complained to anyone who would listen about the lack of choice. [2] [3] In addition to this, the similarities in style between each ident resulted in them becoming monotonous over time. [3]
A common criticism of the look was the lack of an appropriate ident to introduce serious programming or news items. The Invisible Walls and Bounce Sombre idents went some way towards rectifying this, however the bright yellow colour scheme diminished the effect of any serious outlook it was trying to convey. [2] [3]
Another common criticism of BBC Two itself is that, following the launch of BBC Four, BBC Two had been transferring arts and serious programming to the new channel which many viewers were unable to receive. This was rectified in the BBC Four on BBC Two strand, and to mark this distinction, a special ident was made. [2] [3] This problem was eventually solved completely with the advent of digital switchover.
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The BBC One Balloon idents were a series of idents used on the British TV channel BBC One from 4 October 1997 to 28 March 2002. The balloon theme replaced the computer-generated spinning globe that had been used as the main ident on the channel since 1991, and marked a radical departure from the traditional spinning globe which had been the channel's primary identity since 1963. It launched on the same day as a BBC-wide rebrand, and thus the new idents also carried the new BBC logo. The channel's name also changed from BBC1 to BBC One. This was the last ident set used by the channel when it fully closed down; the last proper closedown took place in the evening hours of 8 November 1997. Starting the following evening, BBC News 24 would broadcast on BBC One during closedown, which continues today.
The BBC One "Rhythm & Movement" idents were a set of on-screen channel identities designed by Lambie-Nairn and used on BBC One from 29 March 2002 to 7 October 2006. They replaced the balloon idents, and spelled the end of the much recognised globe identity by the BBC, which had been used in various ways since 1963.
The history of BBC television idents begins in the early 1950s when the BBC first displayed a logo between programmes to identify its service. As new technology has become available, these devices have evolved from simple still black and white images to the sophisticated full colour short films seen today. With the arrival of digital services in the United Kingdom, and with them many more new channels, branding is perceived by broadcasters to be much more important, meaning that idents need to stand out from the competition.
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The BBC Two 1991–2001 idents were broadcast from 16 February 1991 until 19 November 2001, and again from 9 July 2014 until 26 September 2018, on BBC Two in the United Kingdom. The idents, which consisted of a sans-serif '2' in Gill Sans, accompanied by the colour viridian, were created by branding agency Lambie-Nairn, who also created the Channel 4 logo.
The ITV television network in the United Kingdom began as a group of regional stations, each with their own identities. Each station used its own idents to create an individual identity.
The "Virtual Globe" was the method of creating the BBC1 symbol that was used between 16 February 1991 and 4 October 1997.
Martin John Lambie-Nairn was an English designer. He was the founder of his branding agency Lambie-Nairn and was the creative director of branding agency ML-N. He is recognised for having redefined television brand identity design, being the first to embrace computer technologies to apply branding to screen-based media.
The logo of the BBC has been a brand identity for the corporation and its work since the 1950s in a variety of designs. Until the introduction of a logo in 1958, the corporation had relied on its coat of arms for official documentation and correspondence, although it rarely appeared onscreen. With the increased role of television for the BBC in the 1960s, particularly after the foundation of the ITV network, the corporation used its logo to increase viewer familiarity and to standardise its image and content. The logo has since been redesigned a number of times, most recently in 2021 with the BBC blocks, a logo designed to work across media. From 1958, there have been six different BBC logos. The first logo of the network was used from 1958 to 1963, the second from 1963 to 1971, the third from 1971 to 1992, the fourth from 1988 to 1997, the fifth from 1997 to 2021, while the sixth and current logo was adopted in October 2021.
The BBC Two "Two" ident was the station identification used on BBC2 between 30 March 1986 and 16 February 1991. It was the last non-corporate look for the channel, and the only look until 2018 that did not feature a numeral '2' in the design.
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The Window on the World idents were a set of idents used by BBC Two from 18 February 2007 until 13 November 2014. They were created by AMV BBDO and produced by Red Bee Media. The idents featured a number 2 cut out of, or made out of parts of the everyday environment.
The Computer Generated 2 was an ident used by BBC2 between 16 June 1979 and 30 March 1986. It was the first computer generated television station identification in the world.
The Cube 2 was an ident used by BBC Two between 2 December 1967 and 28 December 1974. It featured a stylised "2" that rotated on screen.
The launch ident was a television station identification used by BBC Two between their launch night in 1964 and the introduction of colour in 1967.
Throughout the years, Children's BBC, and later CBBC and CBeebies, have used a number of different identities. The branding of the stranded service is distinctive both in the past and at present.
BBC Four, and its predecessor BBC Knowledge, are both channels operated by the BBC as cultural and knowledge based channels. Their visual identities therefore have been a result of this aim.
The presentation and the identities of the BBC News channel in the UK alongside its international counterpart and the BBC Parliament coverage channel use specific identities that demonstrate their remit and purpose.
The picture is of a large sculpture of a fish sited on the banks of the Lagan at Donegall Quay, Belfast.[ permanent dead link ]
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