BBC2 Hand 2 ident (1992)

Concept and creative process

The idea for the campaign was based on a conceptual art piece. Each sequence was pared down to the BBC2 logo interacting with a hand. Filmed on 35mm, a minimal colour palette, modern jazz style audio and an art-culture steer produced a stylish campaign for BBC2’s eclectic cultural-based schedule. Hands pull apart a multicoloured tangram of the new '2' logo, which is restrained by elastic. When released the Tangram '2' immediately re-forms. A tangram is an ancient Chinese puzzle in which pictures are made using mathematical shapes. The action was filmed live and captured in-camera, so no editing was required.