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BBC Two issues 're-invigorating' rebrand, vivid and colourful to reflect content diversity

By John McCarthy | Media editor

BBC Creative


rebrand article

September 26, 2018 | 4 min read

BBC Two has rebranded to embrace a diverse selection of vibrant colours and moods. This dynamic new look represents the first time the branding has been meaningfully altered since the 90s.

For the first time in 25 years, the company updated the identity of BBC Two. On the process, Patrick Holland, controller of BBC Two, said: ‘We have been working to re-invigorate BBC Two, making it the home of the most urgent documentaries, the most brilliantly crafted dramas, the most mischievous comedies, the most eye-opening history and science.

BBC 2 rebrands after 25 years

Some of BBC 2's new identity.

"The new channel branding reflects this constantly eclectic and stimulating mix of programming and I am so excited to see it help define this next stage of the channel’s evolution."

The Beeb said the look shows off the channel's "specialism, challenging and complex programming, creativity, alternative outlook and unorthodox DNA".

The new look has been embraced to better run on digital and mobile platforms. 16 new visual animations have been created, four of which have been captured above.

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Laurent Simon, executive creative director of BBC Creative, added: “This project is one of those gift briefs that not only allow for the best art and design minds in the country to come together - but also has an immediate effect on popular culture with millions of eyes seeing it every day.

"Only the BBC offers such a large public platform for creative expression and exposure. What’s also exciting is that it’s modelled to be iterative, refreshed and expanded by as many collaborators - upcoming, diverse or long established - as we see relevant for the audience and the channel. It’s constantly stimulating.”

The BBC’s in-house agency, BBC Creative, and brand agency Superunion developed the identity.

Of course, BBC rebrands have not always been kindly received - and were part of the joke in the BBC's own programing W1A.

BBC Three and CBBC have been refreshed in recent years.

Stuart Radford, executive creative director and Katherina Tudball, creative director, Superunion, jointly said: "It’s been a privilege to work with the BBC on one of Britain’s most iconic TV brands. Collectively we’ve developed a new approach to channel identity that continuously and seamlessly reflects the breadth of emotions evoked by BBC Two’s stimulating content. Our diverse range of idents allows artistic freedom to our collaborators (much like the channel does for its programme creators), all unified by the iconic curve of the numeral two.”

Famous creative shop Aardman will deliver full animations in the coming months.


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