BBC children's programmes have traditionally been a great showcase for animation - where the likes of Oliver Postgate, Serge Danot and Nick Park have all strutted their stop-frame stuff.

So when BBC Worldwide asked us to create identities for two of their kids' branded blocks, the opportunity to tap into that tradition was too strong to resist and our designers scurried away to dig out their old plasticine sets.

But technology (unlike a claymation model) stands still for nobody and these days it's quicker and cheaper to achieve a classic stop-frame 'look' using 3D computer animation.

With BBC Playtime (for pre-school kids) the idea was inspired by the vast creative potential of a simple set of building blocks and conjured brightly coloured characters plus a train, a butterfly, and a robot to come together to form the logo.

BBC Ragazzi (aimed at pre-teens) was more edgy and energetic with a cut-out style central character taking different forms for different meetings.

Two story-based sequences produced with traditional craft quality - yet contemporary production techniques and budgetary considerations. Cue hoot of approval from Tiny Clanger.