BBC Invest In 'Window On The World' 2 Idents

BBC Two has refreshed its on-screen identity with 14 new idents based on seven new themes, along with a new logo and colour palette which will work across linear and broadband.
At a reputed cost of £700,000 the new idents, which will air from Sunday 18 February 2007, the figure 2 becomes a 'window on the world', a portal through which the world is seen differently.
The seven different scenarios aim to reflect the range and diversity of content on the channel.
In each ident the camera pulls back to reveal that you are looking at the world in an unexpected way - through the figure 2.
Roly Keating, Controller of BBC Two, said: "Our famous 2 is one of the most recognisable and durable brand images in British media, and this latest evolution takes it into fresh and exciting territory.
"These new idents embody all of BBC Two's distinctive humour, creativity, playfulness and surprise – and they're also beautifully-executed pieces of film-making in their own right."
Designed by Abbott Mead Vickers BBDO and produced by Red Bee Media, the seven new idents are:

• Cappuccino
• Mirror
• Tent
• Sunroof
• Chase
• Seascape

Paul Brazier, Creative Director at Abbott Mead Vickers BBDO, says: "Six months ago an advertising agency pitched against three brand identity specialists to create something the nation will enjoy for years to come.
Andy Bryant, Director, Creative at Red Bee Media, says: "This project has been a classic Red Bee collaboration, working closely with the BBC Two team and AMV to bring to life an ambitious idea and to transform BBC Two's identity, both on-screen and online."
The Art Director is Rob Oliver and the writer is Chris Bardsley, both from Abbott Mead Vickers BBDO.
The producer of the idents is Red Bee Media's John Golley and the directors were Joanna Bailey, Michael Geoghegan, Mark Jenkinson, Ian Cross and Stuart Hilton.
On-screen presentation has been developed by Paul Mitchell, Chief Designer, Red Bee Media. Lisa Rathband at Red Bee Media is the producer of the on-screen presentation.
Music has been composed by Vince Pope from Beetroot. Animation was by Picasso Pictures.
(DS)