BBC Two '1991-2001' Idents - Conception

Conception

The newly recruited BBC2 controller, Alan Yentob, noticed that the then logo for the channel, which featured 'TWO' in red, green and blue within a white background and the 'O' being white, was affecting the reputation of BBC2. Surveys commissioned realised that most viewers thought the new look "dull" and "worthy". He then decided to commission a worthy successor capable of displaying the personality of the channel, revealing his thoughts in the How Did They Do It? episode - about the idents.

"I realized there was a problem almost as soon as I took over the channel . It was obvious that the logo made absolutely no impact. In fact, it was something anyone could have told you. It was singularly unmemorable, and told you nothing about the personality of the channel. So we decided to commission a corporate design company to do some research."

Alan Yentob

The idents were designed by branding expert Martin Lambie-Nairn, and first aired on the same day as the BBC1 virtual globe ident, also designed by Lambie-Nairn as part of a corporate rebrand of both channels.

"We took this '2', actually, and you think to yourself "Well, there's nothing special about this". But there is something special about this, actually. It's a very distinctive '2'. It's very sharp bits on it and it's rather nice and fat. The reason we wanted that particular '2' is because we wanted to do things with it. So, you need lots of '2', lots of body on the '2' in order to achieve that."

Martin Lambie-Nairn

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