Swirling, vivid colors and animated patterns form the foundation of BBC Two’s rebrand—it’s first in 20 years.
The new look, which launched September 27, will roll out across on-air and digital platforms, and will be featured across the channel’s marketing, advertising and merchandise.
It moves away from the previous branding, from 1991, which focused on recreating the number two in different styles and mediums.
Instead, its positioned around a series of 16 idents, each produced by a different animator, that are based on a curve which loosely resembles the number two as they transition through playful and bold kaleidoscope-like designs.
The movement represents the channel’s “constant evolution, constant eclecticism, [and] constant sense of quality” BBC Two Controller Patrick Holland told The Guardian.
Overall, the rebrand aims to convey a “modern, contemporary and stimulating” vibe, that represents an “eclectic” mix of content as BBC Two seeks to reinvent itself through new programming that better competes with streaming services such as Netflix.
Coming down the line is The Luminaries, an adaptation of the novel by Eleanor Catton and starring Eva Green, Eve Hewson and Marton Csokas, and the channel is working with Black Mirror creator Charlie Brooker to develop new projects, reports The Guardian.
Holland told BBC News the new idents will be an exciting change the for channel’s existing viewers, but they will also engage new, younger audiences.
“My role on BBC Two,” he said, “is to try and make the channel as engaged with the modern world, to make it engaged in the big questions of our time, but to do it in a way that brings extraordinary storytelling to the fore.”
Brand: BBC Two
Client: BBC Marketing
Director of marketing & audiences; content, radio & education: Charlotte Lock
Portfolio head of marketing, specialist mainstream: Mark Tierney
Marketing manager, BBC Two: Kerry Wilson
Agency: BBC Creative
Executive creative director: Laurent Simon
Creative director: Susan Ayton
Planner: Rosanagh Ker
Project manager: Phoebe Bibbings
Producer: Georgina Meirick
Executive creative director: Stuart Radford
Creative director: Katherina Tudball
Chief strategy officer: John Shaw
Designer: Erik Brattested
Strategy director: Andi Davids
Account director: Suzanne Neal
Music and sound design: Alex Baranowski
Contributors for each image
BBC2 1: The Mill
BBC2 2: Conlan Normington
BBC2 3: FutureDeluxe
BBC2 4: Kijek & Adamski
BBC2 5: David McLeod
BBC2 6: Helmut Breineder
BBC2 7: FutureDeluxe
BBC2 8: David McLeod
BBC2 9: FutureDeluxe
BBC2 10: FutureDeluxe
BBC2 11: Ari Weinkle
BBC2 12: Conlan Normington
BBC2 13: Kenneth Robin
BBC2 14: FutureDeluxe
BBC2 15: Mainframe
BBC 16: The Mill
READ MORE: The Guardian, BBC News