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Best on-air branding for channels

Behind the scenes of BBC Two's new brand identity

The idea of a tv channel brand identity redesign can put established organisations on the defensive. Decision-makers can be wary of trends and calls for change, especially when a concept and its creative application have stood the test of time. Nonetheless, as BBC Two began reinventing its already diverse programming, the channel decided to update its brand identity design. It's been 21 years since the last update of the BBC2 channel identity. In 2018, BBC invited in-house creative team BBC Creative and branding agency Superunion to collaborate on a refresh with the goal to cover the full range of BBC Two's programmes. The outcome is a series of idents matching the different content genres and moods, that sit on top of any list of on-air branding examples.

Stuart Radford (ECD, Superunion), Susan Ayton (BBC Creative) and Adam Barker (BBC Two) discuss their working relationship and offer a first look into their creative process, from how they managed to break down the brief to the commissioning of CGI artwork that made the 2019 BBC2 idents so significant.

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