Tilt rebrands BBC Knowledge channel

BBC Worldwide’s BBC Knowledge channel has been rebranded through a series of five idents designed by Tilt Design and filmed across global locations.

The consultancy was invited to pitch in March 2010 and asked to create ’global’ idents, which are ’based on human experiences and grounded in reality’, according to Sophie Rogerson, managing director of Tilt. Tilt is not on the BBC creative services roster and BBC Worldwide does not have a formal roster for creative consultancies.

The 30-second idents, which launch this week, were filmed in Singapore, the Sahara Desert, Kew Gardens, and Wadi Rum and Aqaba in Jordan. Each ident storyline was created with ’an element of surprise’ factored in, says Rogerson, who oversaw the filming.

In one sequence, shot in the Red Sea off the coast of Jordan, a fisherman dives from his boat ’juxtaposing the high volume of life below the waterline with the barren nothingness above’, says the consultancy’s creative director Edward Dalton. He worked closely with BBC Worldwide art director Sally Howard in the storyboarding process and on location.

All films were shot in high definition, and in the ident depicting a Singapore cityscape (pictured), a tilt shift technique was used ’to build an illusion that the environment may or may not be real’, says Dalton. He adds, ’All of the work is about connecting with environment and looking for an understanding of knowledge.’

Other idents feature a desert skier who emerges from a Bedouin encampment, and a rock climber filmed in a ’disorientating’ manner where horizon lines and the viewer’s sense of gravity are distorted.

End frames featuring the question mark logo will be used for off-air campaigns, designed as 48-sheet posters and merchandise.

Learning curve

  • BBC Knowledge is an international television channel showcasing factual and non-fiction entertainment programming from the BBC and independent UK production houses
  • The channel is screened by international broadcasters which buy into BBC Knowledge, its branding, idents and guidelines
  • The new designs launch this week in Poland before rolling out globally over the course of the year, according to Tilt managing director Sophie Rogerson
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  • Lynda Relph-Knight November 30, -0001 at 12:00 am

    The new idents are based on BBC Knowledge’s brand values and were designed to build the brand’s inverted question-mark as an icon for the channel. BBC Knowledge is an international pay-TV channel broadcast on cable and satellite platforms across Asia, Australasia and EMEA.

    A BBC spokesperson

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