ONE launches vibrant new look
ONE today (Tuesday 26 March) unveiled a new, energetic and vibrant
on-screen look which puts it firmly in step with contemporary life.
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
on location around the UK, the films capture stunning urban and
rural backdrops and subtly use red, the channels 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.
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 channels 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."
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 its time to move on and bring a fresh
feel to the channel."
channel will initially launch with eight new idents, and a further
series will be produced later this spring. Introduced for the first
time, on the bottom-left of the screen, is the new red and white
BBC ONE logo.
idents will launch on-air on the morning of 29 March 2002.
launch date viewers will be able to see the following executions:
- A Brazilian dance, it is a unique movement bringing together beauty,
power, mental and physical balance, self-defence, music and art.
The camera circles around two Capoeira performers enhancing the
sense of rhythm and movement. Dressed in red and white, the performers
demonstrate various Capoeira moves on a rooftop against a dramatic
Haka - The Haka, a traditional Maori dance, taking the form
of art and movement using hands, feet, legs, body, voice, tongue
and eyes. The ident begins focused close up on the face of Maori,
Jo Hutley. The camera draws back revealing 14 more rugby players
performing the haka and dressed in red and black striped rugby shirts.
The ident was filmed on location in Gilfach Goch, Wales.
- Festival begins close-up on two young women. The camera pulls
back to reveal the two women dancing and jumping amongst a crowd
at a music festival. The ident was filmed at night in Bovingdon
- Filmed in Sarratt, Hertfordshire and against a backdrop decorated
in red, the camera focuses on a couple dancing salsa. The camera
pulls away to reveal a large group of dancing couples enjoying the
fluidity of the salsa rhythm and movement.
Ballet - Filmed at the Minack Theatre in Cornwall, the ident
features 10 ballerinas dressed entirely in red. The camera moves
acround the Minack stage where the ballerinas perform a graceful
dance, revealing the dramatic Cornish coastline.
Hop - The camera starts close in on Ade (Adepitan), our lead
dancer, and pulls back to reveal three basketball players dancing
in their wheelchairs to a hip-hop theme on a stunning basketball
court. The ident was filmed at Shepperton Studios, Middlesex.
- In a giant industrial setting, six dancers tap dance on and around
metal ladders. The ident was shot at Littlebrook Power Station near
- One acrobat dressed in white, suspended from the ceiling and wrapped
in a red sash, tumbles into the camera. The camera pulls back to
reveal three acrobats performing on sashes against the spectacular
roof of the Royal Horticultural Halls in Victoria.
Scott, Controller of TV Marketing, says: "Idents are a crucially
important part of any channels make up, and these films are
contemporary and immediate, beautiful and energetic and will hopefully
make viewers feel that the channel is much more in tune with their
have brilliantly captured the essence of BBC ONE, the idents reflect
the modernity and progression of the channel, while continuing to
demonstrate that the channel is recognisable, familiar and has broad
new identities have 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 composed by Peter Lawler; directed
by Andy Margetson; 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.
of the BBC ONE idents is available.
are available, for press use only, on the BBC bulletin board via
the Specials folder.