BBC Two Autumn campaign - Ducks ident (1990)

Concept and creative process

For the 1990 BBC Two Autumn campaign a number of different ideas were explored to make the Two logo appear less “worthy and dull”, which is how it had come to be perceived by some. Designers sought ways and means to refresh the Two’s image and created new scenarios around the three letters and the colours of the logo. In the ‘Ducks’ ident, three ducks each had one letter of the Two logo held in their beaks. The ‘O’ was quickly discarded with a toss of one duck’s head; the ‘T’ departed the set in the beak of the second, which left the third duck, somewhat bemused, with the ‘W’ still firmly clamped in its beak.