BBC One puts heritage to fore with modern 'globe'

by Jeremy Lee, Marketing 27-Sep-06

BBC One has subtly reintroduced the iconic globe shape to its idents, in a move intended to protect it in the multichannel environment.

Although it has stopped short of reviving the 40-year-old globe design,
which was dropped in 2002 amid claims that it was too 'imperialistic',
the return of the circular shape is a clear homage to the channel's

history.

Rather than appear as a solid icon, the circle is formed by people
participating in a variety of activities, including flying kites and
playing football.

The 'O' in One has been made lower-case, which, according to Naomi
Gibney, head of marketing for BBC One and BBC Drama, presents a warmer,
friendlier feel. The idents continue to use the signature bold red
colour, although it is less dominant.

Red Bee Media has created eight idents to launch on 7 October,
representing different genres or changes in the schedule. The BBC plans
to roll out further executions over the next five years.

The BBC hopes the idents will remind viewers of BBC One's heritage so
that it remains a 'destination' in the multichannel environment.

Evolution of a broadcast brand, page 21.