BBC2 Personality ident - Water drip (2003)

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 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-coloured ‘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 the ‘2’ gets annoyingly dripped on by water droplets, and wherever it moves around the screen to get out of the way, the droplets always fall on it.