BBC2 Hand 3 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 release the separate elements of the Tangram '2', which re-form the logo, an action repeated in miniature on the '2' logo at the top left of screen, creating a background on which to display the evening’s programming. A tangram is an ancient Chinese puzzle in which pictures are made using mathematical shapes.