Concept and creative process
The ‘Swan’ ident moved the earlier bath-time scenario into the natural environment. Not only did the elegant shape of the swan show an affinity with that of the ‘2’, but the concept allowed for a touch of humour also, in the way the ‘2’ was integrated into the scenario. It showed a swan watching inquisitively and unperturbed as several ‘2’s, the size of new-born cygnets, swam quickly past it.