The transformation of BBC Three
There has been a lot of change in the 'BBC Three' idents. In 2000 BBC Three formally known as BBC Choice decided that it was time to air programmes directly aimed at a young adult audience. Therefore this meant that their original ident had to change to keep up with the new programming. The new ident featured a single heart in the centre of the bright background, from which other hearts came out of. The other hearts included smaller hearts and an outlined heart 'beamed' directly out of the screen.
In July 2001 BBC Choice rebranded again, however this time they got rid of the hearts and put in three boxes (top left) The boxes would interact with each other and make their own shape. These boxes were used throughout the channel such as to show upcoming programmes. While the promotions changed the BBC Choice logo remained at the bottom of the screen, with information through the boxes. The box in the top right appeared with the title, day, time of broadcast with the detail written next to it. This was the same time as the channel wanted to change its format from 'BBC Choice' to 'BBC Three.'
BBC Three got the approval from the government and the identity slowly began to change, which would then reflect the changes in the channel coming soon. In February 2003 it officially changed to BBC Three and there was a new identity for the channel. The new ident featured blobs set in a blue environment with towering three dimensional 'THREE' in the background. The idea behind these blobs were that they were designed to be characters and not presenters within the ident, they never commented on the upcoming programme as they were computer generated. The logo had completely changed to a slanted upper case 'THREE' set inside of a white box.
For the final time in 2008 BBC Three unveiled a new platform. This platform included a new logo, this was due to new programmes starting on BBC Three. A new group of teenage programmes meant that a new ident was created with a curly font and coloured pink.
I feel as though BBC Three is a very good example of keeping up with its time, every time something big happens within the channel the ident gets a modernisation I think this is important as again it shows the type of channel it is. I think its great how BBC Three has taken a modern twist from the original BBC logo just to show that it is still part of the BBC but not as basic. The reason for it not being as basic is because of who the audience is.
Channel 4's changing ident over time.
Channel 4's ident is a different one because over the years it has changed so many times but there has never been any dramatic change and always kept to the same basic shape.
On November 2nd 1982 Channel 4' first ident appeared, it was an incredibly colourful logo for its time. Before this there had only been three other channels; BBC1, BBC2 & ITV. Channel 4 was the first of its kind to go out of the box and do something different. It's ident was a lot of computer animated blocks which was designed by Martin Lambie-Nairn who at the time had also done work for the BBC. The animation was so high tech that it couldn't be done in the UK because there was no such technology for it therefore it was done in Los Angeles. Channel 4 were using new technology which was a movement for tv.
In 1991 there was another one made however it was never actually used. In 1996 there became a new design. In October 1996 there was a new identity created in house by the television channel. The new identity was called 'Connections' which was based on 4 circles. Although this wasn't anywhere near successful as the blocks therefore its no surprise that after three years they changed back.
In Easter 1999 there was a new green logo which for the first time was inside of a square at the right hand side of the television. This one was incredibly similar to how the BBC did there's because all of their's were inside of a box. Going back to the signature 4 was obviously a lot more successful than the 4 circles due to it lasting for 5 years with it coming to an end on 30th December 2004.
On New Years Eve 2004 a new identity was created again this time in house by 4Creative. This ident allowed the blocks in the logo to break apart for the first time. Another difference with this logo is that it appeared white and darker shadows on the sides. This new ident is made up of a variety of objects, this is because usually Channel 4 is advertising a programme and near the end Channel 4 will pan to this ident and it will slowly pan out.
In the more recent years Rudd Studio had been asked to work with Channel 4. In 2005 Rudd Studio were asked to make the logo centre stage again therefore creating a new static logo, a new presentation and a new print look. In this re-branch Rudd Studio made six end page variations. Rudd Studio wanted to change the way of the shape and structure of a tv frame and therefore challenge the need for formal grids. Rudd Studio had designed the menu system in a previous update and believed that it was still working really well therefore they kept to the same design they decided to give it a new in and out and rotate the composition so it shared its looseness of the other elements in the ident.
While doing this Rudd Studio also looked at the impact that it would have in other areas such as; billboards, the web, posters, magazines etc. The way they wanted to do it was so that it was the exact same logo although every time someone saw it, it would be that little bit different.
More recently in 2010 Rudd Studio looked at the logo again although did nothing to the actual logo they suggested looking at the logo from the different angles.
Due to Channel 4 being ahead of their game when they first started it is as though Channel 4 are still ahead of everyone when it comes to their idents. I really love their current ident I think because it is very different to anything on TV at the moment. A lot of television productions have a problem with marketing their television channel however I think that Channel 4 is an example of how it can be properly done with success.
Unsuccessful TV Ident
BBC Two very unsuccessful logo.
I think the most unsuccessful TV Ident in my eyes, is the BBC TWO one of 1986. This ident is incredibly dull and boring. The reason for this is because of how basic looking it is. I think that the biggest problem with this ident is the fact that it is written like the number 'two' instead of the '2.' Doing it this way is actually a lot harder to see and read therefore one of the reasons it was very unsuccessful.
Another reason for it being so dull and boring is because of the colour scheme. It follows the RGB (red, green, blue) although you can't actually tell the difference between the green and blue because they look so similar. I think it would have been better had they used different shades of the colours to make it stand out more. The background is very dull with it being white. I think this could have worked had the logo been more 'in your face' however with both the logo and the background being dull it is pretty rubbish to look at.
'I realised that the TWO identity was a problem as soon as I took over the channel. It was obvious that the logo made absolutely no impact. It was singuarly unmemorable and it told you nothing about the channel' Alan Yentob speaking after he changed the logo from 'TWO' to '2.' It was clear that the 'TWO' was never going to stick.
The commercial value of airtime of presentation for BBC1 and BBC2 together was enormous as BBC1 had two and a half hours of junction time per week while BBC2 only had one a half hours. The lack of media planning meant that junction time was not used to its full potiental. This then showed that the BBC would need to develop new skills to confront the market realities of British television.
A big problem for BBC at this point was the fact that Channel 4 were coming up with some major groundbreaking ideas which were putting the BBC to shame. Which is why it is no surprise that after a few years they got bored of this logo and decided to hire Martin Lambie-Nairn who designed the Channel 4 idents.
Martin Lambie-Nairn and his team were up against a lot of competitors. The BBC TV Senior Management received Martin's presentation report well and therefore an organised pitch in response to their brief meant that they were now back in competition with some of their old rivals. The short list was made up of three names; Wolff Olins - along with the BBC graphic design department, English Markell Pockett with Michael Peters and of course Martin Lambie-Nairn and the team.
Martin Lambie-Nairn and his team felt as though BBC2 had to be 'witty', 'innovative' and 'surprising' although they knew that this couldn't all be done in one ident. Therefore there was an idea of a family of idents to reflect the different programming on the channel. This idea then reflected on the idea of BBC1 and BBC2 having a 'brother and sister' relationship in how the two channels worked together.
The best way they thought about creating the idents was to get artists such a David Hockney to interpret the logo in their own style although at this time 'TWO' was still being explored as they were still looking into the style of 'Quay Brothers.' The time was slowly running out for Martin and although they had a very good idea about what to do for BBC2 they had very little ideas for BBC1 although at this time they had to pitch the ideas that they had.
During the production of the BBC2 idents things were problematic. They had produced hundreds of storyboards and knew what they wanted and needed to shoot however when they shot it they felt as though the greens and browns were far too harsh and wouldn't work. So when they found out the response of it they were quite overwhelmed. When the idents got released BBC2 were regarded as a far more accessible and entertaining channel than before. This was the 'control' situation that they had wanted with no editorial or no scheduling changes. The only thing that they had changed was the channel's identity.
BBC2 then became a talking point that was seen as sophisticated, witty and stylish.
Since 18th February 2007, BBC2 have been using the 'Windows of the World' idents they are a series and were created by Abbott Mead Vickers BBDO (an advertising agency) and produced by Red Bee Media. The idea that they had was that the idents would have a number 2 cut out which shows part of everyday life. The new idents feature a number '2' with a view behind it. This new look also featured a new design of the BBC2 logo. The box that was previously purple is now an aqua shade which is very similar to the idents of 1991. Aside this the 'TWO' font had changed to Avenir from Gill Sans. Previously the box was placed to the left of the '2' opposite to where it was in the previous look.
Since then it has been redeveloped three times; once in October 2008, once in June 2009 and finally again in March 2013. However on 9th July 2014 the idents were put on hiatus. This is due to them using the retro 1991-2001 idents. The producer announced that these would be used into 2015, so it is not known when the 'Windows of the World' idents will be back.
Between 18th Feb 2007 and 9th July 2014 there were 11 different idents that were aired for 'Windows of the World.'
Channel 5
Another ident that I personally dislike is the Channel 5 one. Channel 5 although only launching in 1997 have had a lot of relaunches of their TV ident. Over the years they have kept it very basic with only five logos and five colours, although this did change in September 2002.
In 1997 they started off with two test cards to see which one would work. In that same year they had a number of different ident's that they liked to show. The first one was of an elevator going up to the fifth floor which was in green. The second ident was of a studio which again was green. However they then changed it to blue with the logo suspended in the key frame. However it was clear that they didn't like the blue because another one that they used was flowers in a red background.
Jump to 1998 it was the time for Channel 5 to have a slight change. With the flower ident being changed from '5' to 'five' before this Channel 5 were the only channel which consistently introduced special idents to welcome in the new year.
In 2001 Channel 5 decided to use celebrities to introduce their programmes an example of this was using Linford Christie, each of these celebs would say something in the ident. Although shortly after this started it got eventually dropped. After the celebrity failure ident, Channel 5 had a much anticipated game show named 'GREED' although this programme was dropped almost straight away a new channel 5 ident did come out of it.
In 2002 Channel 5 had a complete rebrand. They had different colour ident's corresponding to the five colours of the Channel 5 logo. Although blue, orange and magenta were only made with yellow and green nowhere to be seen. Each of them were featured inside a coloured square.
1. Orange
2. Blue
3. Magenta
4. Blue used for only film.
5. Orange used at 'soap hour' obviously for only soaps.
However this only lasted for six months.
Five 2002-onwards
With that previous ident only lasting six months it was clear that they wanted something that was completely different. Therefore getting rid of their 'tacky' image launched yet another rebrand and changed their logo to the word 'five.' Everything that was previously on it; shapes, colours and numbers were all gone. Instead of this they replaced it with scenes with random things in them. An example of these were weedkiller, girl with red hair and swimming.
Although since then their hasn't been a relaunch although their has been some changes to them switching between using 'five' and '5' and mainly using the colour red in their ident.
The reason why I don't like this ident they because when you think of Channel 5 there isn't an ident that comes to mind straight away and this is because there isn't one that they have stuck to for a long time and I therefore think that this is a problem for Channel 5.
http://www.tvwhirl.co.uk/channel5.html - October 2014
http://www2.tv-ark.org.uk/channel4/ - October 2014
http://www.ruddstudio.com/project/channel-4-re-brand-2010/ - October 2014
Martin Lambie Nairn - Brand Identity for Television - BBC2 - October 2014
Martin Lambie Nairn - Brand Identity for Television - BBC2 - October 2014
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