Concept and creative process
This ident was created in the era of the BBC2 'Personality' idents (2001-2007), when the '2' became anthropomorphised and could 'grow' robot-like arms and hands at will and adopt a more proactive role in the animated scenarios. In this ident a ‘2’ notices that the purple logo box is located in the centre of the screen at a slanted angle, as opposed to its normal position screen bottom right. The 2 then peels off the logo and deftly sticks it where it should be. However the logo is stuck to his fingers and he can't get rid of it.