BBC One launches vibrant new look

BBC ONE have unveiled a new, "energetic and vibrant" on-screen look aimed at placing it firmly in step with contemporary life.
The new channel idents explore the universal theme of rhythm, dance and movement through different activities, moods and world cultures. From the power and grace of a Brazilian dance to the raw energy of a festival, from the high elegance of ballet to the speed and agility of basketball players, the idents bring a new feel to BBC One.
Shot on location around the UK, the films capture stunning urban and rural backdrops and subtly use red, the channel’s vibrant colour identity, to match a new on screen logo. The films will also have a common musical theme, but each individual ident will have its own arrangement of the theme to reflect the specific idents.
Lorraine Heggessey, Controller of BBC One, said: "We aim to capture the essence of the new spirit that is alive on BBC One, and reflect it in the new channel’s new identity. Whatever your age, wherever you live and whoever you are, rhythm and movement are common to everyone. BBC One should have that same universal appeal."
The new idents will replace the image of the BBC One balloon. Lorraine Heggessey said: "I have shared viewers’ enjoyment of the graceful progress of the balloon over British landmarks for the last five years, but it’s time to move on and bring a fresh feel to the channel."
The channel will initially launch with eight new idents, and a further series will be produced later this spring. The idents will launch on-air on the morning of March 29 2002.
The new identity has been created by the award-winning brand identity expert Martin Lambie-Nairn and his team, working closely with Jane Scott and BBC Broadcast. The music is composed by Peter Lawler and directed by Andy Margetson and produced by Matthew Kitchin of 2am Films. They will replace the current idents, also designed by Lambie-Nairn, which were introduced five years ago in 1997.
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