BBC Radio 2 - 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 2 animation was created to appeal to the station's audience of over 35 year olds with an interest in Radio 2's mix of speech and music. The animation generated a strong visual logo which could translate easily into press, print and publicity.