BBC2 Plates ident (1997)

Concept and creative process

‘Plates' was a BBC Two ident for the 1997 Spring/Summer Presentation campaign. It was inspired by the award winning title sequence for the 1994 programme 'Taking Liberties', designed by Margaret Horrocks (now Harvey), which used spinning plates as a visual metaphor for the fragility of the social justice system. In this ident, spinning plates balanced on rods in the shape of the '2' created a memorable '2' moment of surprise, suspense and tension, with the flexibility to be used in many different junctions between programmes.