BBC Entertainment given Heavenly rebrand

The proposition, ‘Serious about Entertainment’ aims to reflect the belief in the value of TV entertainment, as well as the dedication to presenting high quality entertainment.

In developing the visual identity, Heavenly focused on the overarching themes of the channel, featuring dance, which it viewed as a universal entertainment.

Five idents have been created around the concept, using digital animation, having filmed real dancers across differing styles – streed dance and capoeira to gymnastics and modern ballet.

Directed by Jason Keeley, with post production by Prime Focus, each ident has been produced with its own mood, music and movement.

Paul Franklin, creative director of Heavenly, commented: “As an activity enjoyed across the globe but with very distinct and beautiful cultural adaptations, human movement was the perfect concept for BBC Entertainment. Not only does it encapsulate the wide range of programmes shown on the channel, it also reflects the different cultures of its viewers – all the while uniting the channel’s many localised extensions into one coherent, recognisable and, above all, entertaining, brand.”

Heavenly’s Founder and CEO, Richard Sunderland, added: “The visual identity we’ve created comprises a beautiful mix of the complicated and the simple. By capturing the expression of real dancers through motion capture, we have created something that is entertaining in its own right and really does position the brand as a leader in its field. It’s an honour to apply our channel branding credentials to as renowned and respected a broadcaster as BBC Worldwide – particularly for one of its flagship international channels.”

All five idents can be viewed above.

BBC Entertainment - Compilation from Heavenly on Vimeo.