BBC announces new idents

The BBC has dumped its “dancers” in favour of idents featuring cyclists, swimming hippos, frolicking children, surfers and footballers for flagship its channel BBC1…

The BBC has dumped its “dancers” in favour of idents featuring cyclists, swimming hippos, frolicking children, surfers and footballers for flagship its channel BBC1.

The Red Bee Media-created idents, revealed today (Tuesday), will air from Thursday October 8. BBC1 head of marketing Naomi Gibney says the current idents, featuring different dancing groups look “tired” and “dated”. They also failed to capture certain moods, such as negative news and sombre events.

The existing screen idents, designed by Lambie-Nairn, were first introduced in March 2002. They feature red branding, to match the channel’s identity, and comprise a range of images, showing basketball players in wheelchairs, salsa dancers, capoeira dancers and a Bollywood-style routine.

They will be replaced by a range of more colourful idents, which differ in tone and style, but feature a “circle concept” and red “accents”. Groups of people, animals or objects form circles to surround the “BBC one” logo in eight different executions. More are expected to follow.

Gibney says: “I wanted to create something that was simple, that made BBC1 much more contemporary.

“From a channel perspective we wanted to refresh the on-screen look. The dancers have been on for four-and-a-half years and, while liked by many people, audiences say they are starting to look dated.”

She adds: “There are only so many more places where you can take the dancers creatively but the circle concept can be taken so many places.”

Red Bee Media, formerly BBC Broadcast and renamed after being sold by the corporation, won the brief after the BBC held a pitch late last year.

Ad agency Abbott Mead Vickers.BBDO won the contract to produce the BBC2 idents earlier this summer. It was later knocked out of the running for the main BBC advertising agency roster, the review of which is ongoing (MW September 14).

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here