BBC Radio 3 - 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. Radio 3's output ranges from classical and modern music and opera to jazz, drama and the Arts in general. The 3D computer animation hints at this different palette in its re-assembling of the logo from its separate elements. The strong visual logo could also translate easily into press, print and publicity.