BBC Radio 4 - 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 4's output is primarily speech based, ranging from the news bulletins and programmes to drama, comedy shows, and long running favourites such as 'The Archers' and 'Desert Island Discs'. The animation generated a strong visual logo which could translate easily into press, print and publicity.