Channel Identity - BBC One

Rebranding BBC One is the most high profile identity job in British television. Not only are there the millions of licence-payers to please, but the British press always takes a keen interest. It's the only time our industry becomes front-page news.

But the scale of the challenge became our starting point for cracking it. Recognising that BBC One occupies a unique place in the British TV landscape - even when viewers are faced with literally hundreds of choices - led us to our core creative idea: Magical things happen when people come together.

From this came our central visual device - the circle - chosen both as a symbol of togetherness and as a nod to the channel's heritage. Eight idents were created, simple enough to act as strong branding devices, but rich and complex enough to reward repeated viewing.

The circle concept was also placed at the heart of the new on-screen presentation system, with a new logo and softer typeface complementing the colour red, maintained from the existing identity.

"The key for me was simplicity. Out of an incredibly challenging brief, Red Bee has created a simple, true idea with the branding at the heart of the execution." Naomi Gibney, Head of Marketing, BBC One.