BBC2 Jumping Dog ident (1992)

Concept and creative process

The ‘Jumping Dog’ was an early attempt at introducing an element of humour into the new BBC2 branding. After a successful launch to universal acclaim of his new BBC2 channel ident in 1991, Lambie-Nairn began to push at the boundaries. The viridian brand colour was still very much in evidence in the rinse that the dog had undergone and the ground it was standing on before performing its surprise somersault and landing back on its feet again.