BBC One controller Peter Fincham has unveiled his channel's new on-screen identity. Created by Red Bee Media, the new identity—due to replace the red dancers—is based around the symbol of a circle, echoing the revolving globe ident of 30 years ago.
"In an increasingly competitive marketplace a channel needs to stand out from the crowd and I believe our new identity is just what's needed for BBC One," said Fincham. "The circle, which is at the heart of this campaign, has been familiar to BBC One viewers over the years, but what we've got here is modern, forward looking and surprising."
The new identity will launch next Saturday. Among the executions are four surfers riding a giant tube-like wave, filmed at Puerto Escondido on Mexico's West Coast, famous for its regular big surf.
BBC One marketing chief Naomi Gibney said: "Out of an incredibly challenging brief, Red Bee has created a simple, true, idea with the branding at the heart of the execution."
Red Bee was instrumental in ITV's rebranding, unveiled in January.
Lovelace Consulting | 27.09.2006