BBC1 ident update on the cards as it considers new look

The BBC has kick-started the process to change its iconic screen idents for BBC1, as the broadcaster moves towards rebranding the channel and creating a revamped on-air look.

The organisation is currently in ‘talks’ with design consultancies about future creative ‘ideas’ that could take the channel forward. The screen idents will be redesigned as part of this process.

The organisation is likely to hold a series of ‘closed pitches’ from its roster, selecting up to four design consultancies to pitch for the work, possibly before Christmas, says a spokeswoman for the BBC. A brief is yet to be drawn up, but the specific details of the project will not be made public.

The move to update BBC1’s on-air look is being overseen by the new controller Peter Fincham, who joined the company in June.

‘There is an idea for change, but it is very early days. How much of the channel look will change, has not yet been decided upon – it could just be the idents or anything else. We currently have a great on-air look, but the idents have been around for a while now,’ says the spokeswoman.

The existing screen idents, designed by Lambie-Nairn, were first introduced in March 2002. They feature red branding, to match the channel’s identity, and comprise a range of images, showing basketball players in wheelchairs, salsa dancers and a Bollywood-style routine.

They were intended to reflect the BBC’s multicultural characteristics.

A move towards TV on-demand, and downloading programmes on to computers and mobile phones, could mean the new screen idents include design concepts to ensure they work successfully across all platforms.

• Meanwhile, BBC Broadcast is still working on redesigning its corporate identity, with the assistance of several undisclosed consultancies.

The BBC sold BBC Broadcast for £166m to Creative Broadcasting Services, a consortium led by Australian investment fund Macquarie Capital Alliance Group, in June (DW 30 June). The new identity is expected to launch on 1 November.


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