1989 BBC - Corporate Identity sting

Concept and creative process

Michael Peters’ design for the BBC Corporate Identity, launched in 1988, had sharpened up the existing BBC slanted blocks and typography and had introduced the underscore beneath the blocks in colours to represent Scotland, Wales and Ireland. Designers Sue Worthy and Brendan Norman-Ross adapted it as a multi-purpose mnemonic for branding BBC Television and Radio as a whole. The animation was computer generated. Their sting was introduced across both channels at a time when the BBC felt the need to reinforce the BBC Brand against the competition from commercial television.