BBC2 Personality ident - Fish (2001)

Concept and creative process

This BBC Two ident was created in the era of the BBC Two 'Personality' idents (2001-2007), when the '2' became anthropomorphised and could 'grow' robot-like arms and hands and adopt a more proactive role in the animated scenarios. Every element of the ident was created and computer animated in a 3D yellow environment in which the ivory ‘2’ could adopt different anthropomorphic personalities. In addition, the BBC branding was altered and re-positioned, reversed out in white in a purple box at the bottom right of the screen, with the BBC boxes stacked on top of the word Two. This style was applied shortly after to the branding of the other BBC channels, creating a unified style for all BBC on-screen branding. In this ident ‘Fish’, an ivory coloured ‘2’ bounces weightless off the bottom of the seabed. It is encountered by a small shoal of fish and the ‘2’ blows bubbles to frighten them away, without too much success.