BBC Radio 1 - ident (1990)

Concept and creative process

This is one of five BBC Radio Idents created by Jane Fielder to promote the main BBC radio stations on-air. The brief was to establish a distinct visual identity for each radio station which expressed its ethos by means of animation and sound. This Radio 1 animation was created by a combination of live action filming and 3D computer animation seamlessly composited together in postproduction, and was designed to appeal to the station's target audience of 15-30 year olds who are fans of both its chart music offering and also of the more esoteric forms of modern popular music to be heard on the station. The animation generated a strong visual logo which could translate easily into press, print and publicity.