BBC2 Personality ident - Robot 4 (2001)

Concept and creative process

Every element of the BBC2 ‘Personality’ idents was created and computer-animated in a 3D yellow environment in which the ivory-coloured ‘2’ could adopt different personalities. In addition, the BBC branding was redesigned 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 design was applied shortly afterwards to the branding of the other BBC channels, creating a unified style for all BBC on-screen branding. In this ident a ‘2’ notices that the purple logo box is located correctly at the bottom right of screen, but is back to front. The ‘2’ then peels off the logo and deftly sticks it back on the correct way round.