Designing a radically diverse and radically different identity system. One that puts contrasting emotions at the heart of the experience. Infinite in mood and expression, and every bit as unpredictable as the cutting-edge content either side of it.

BBC Two

####IN BRIEF 

 
BBC Two was founded in 1964, with a remit to carry more knowledge-building programming than any other channel. Ever since, it’s been a runway for the boldest and most risk-taking. Stories that surprise you at every turn. 

 
But, without a rebrand in over 20 years, and in a now-much-busier media landscape, viewers were struggling to say what BBC Two stood for.

 
We worked with BBC Creative to conjure a radically diverse, and radically different identity system. One that puts diverse, contrasting emotions at the heart of the experience. Infinite in mood and expression, and every bit as unpredictable as the cutting-edge content either side of it.

 
#### WHAT WE DID

 
We began from the inside-out. BBC Two’s programming is an emotional rollercoaster. Where else can you move from a hard-hitting documentary, to raucous comedy, to a cookery show or art show, without warning? Whatever it is, it gets a reaction. It makes you feel something, immersing you in its stories and entertaining the viewer.

 
An ad-free environment gave us the ability to own and curate the entire experience between programmes. Since the shows are about what you feel, we made our idents do the same. Instead of genre, we divided by the spirit of the programmes: ‘offbeat’ for comedy, ‘visceral’ for drama, ‘anarchic’ for cutting-edge documentaries, all varied in style, texture and tone - but all reflecting the character of the content.

 
We then collaborated with some of the best British and global animators and artists to bring each mood, or emotional state to life. Radical diversity demanded radical freedom. The likes of FutureDeluxe, The Mill, Conlan Normington, David Mcleod and Ari Weinkle had full license to express the given idea, or mood, in their own unique interpretation. 

 
The central curve of the numeral ‘2’ becomes a glue for infinite artistic expressions. Meanwhile British composer Alex Baranowski’s two-note soundscapes create a seamless, atmospheric gateway between each animation. Echoing the subtle swings and sudden emotional jolts that are now beautifully, unmistakably BBC Two.

 
> "We have been working to re-invigorate BBC Two, making it the home of the most urgent documentaries, the most brilliantly crafted dramas, the most mischievous comedies, the most eye-opening history and science. The new channel branding reflects this constantly eclectic and stimulating mix of programming and I am so excited to see it help define this next stage of the channel’s evolution.”
> 
> *—Patrick Holland, Controller of BBC Two*

D&AD 
*Yellow Pencil* 
*Wood Pencil*

 
Cannes Lions 
*Silver*- Design - Brand Refresh

 
ADC New York 
*Silver* - Motion / Film Craft 
*Bronze* - Brand / Communication Design

 
New York Festivals 
*First Prize* - Brand Design

 
Brand Impact Awards 
*Best in Show*

 
The Drum Design Awards 
*Grand Prix*

 
Creative Circle 
*Silver* – Best Channel Idents

 
One Show 
*Gold* - Design 
*Silver* – Moving Image-Series

We partnered with BBC Creative and some of the best British and global animators and artists to reinvigorate the iconic identity for BBC Two for a new generation. The central curve of the numeral ‘2’ became the glue for infinite artistic expressions. The likes of FutureDeluxe, The Mill, Conlan Normington, David Mcleod and Ari Weinkle had full license to express the given idea, or mood, in their own unique interpretation.

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We worked with BBC Creative to create a radically different identity system. One that puts diverse, contrasting emotions at the heart of the experience.

BBC Two identity: story of an iconic rebrand

BBC Two identity by Design Bridge and Partners

Design Bridge and Partners | BBC Two

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Design Bridge is now Design Bridge and Partners. Redefining what design is and what design can do for brands, businesses, people and the planet. We are a revolutionary design partnership.

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BBC Two

Designing a radically diverse and radically different identity system. One that puts contrasting emotions at the heart of the experience. Infinite in mood and expression, and every bit as unpredictable as the cutting-edge content either side of it.