BBC Radio 5 - 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 5 from its launch in 1990 until its repositioning in 1994, carried a mix of sport, children's and educational programmes. The 3D computer animation for this ident reflected this mix and created a strong visual logo which could translate easily into press, print and publicity.