BBC Two revitalizes its image with Superunion

Superunion evolves and energizes BBC Two's visual identity, creating a stimulating, eclectic and flexible brand that reflects its innovative DNA.

Superunion, the group's global brand consultancy WPP, has created the new visual identity of BBC TWO, adding this project to the consulting firm's extensive experience in audiovisual and communication media. With this renewal, the chain aims to continue positioning itself as a leader in innovative, disruptive, specialized and creative content.

The revitalization of BBC Two is reflected in the launch of a new visual language which will renew the identity of the channels for the first time in twenty years.

The new graphic resources are initially composed of 16 different animations, which will star in the transitions between programs in a fluid and visual way, a link that enhances the challenging and transgressive character of the network, thus reinforcing the innovative DNA of the brand.
The intention is to add these animations over time, with the transformation beginning on Thursday, September 27.

Mark Tierney, head of BBC marketing, said: “BBC Two exists to deliver complex propositions and stimulating content to large audiences. The brand challenge is how to deliver this content, in all its diversity, in a consistent and memorable way that helps audiences understand what BBC TWO is all about. “This set of new graphic elements accompanies all our programs, resulting in a clear, distinctive and flexible but consistent brand that can adapt and reflect the variety of our content.”

So much Stuart Radford, executive creative director of Superunion, as Katherina Tudball, creative director of Superunion, agreed, stating that “it has been a privilege to work with the BBC, one of Britain's most iconic television brands. We have co-developed a new approach, channeling it into a new identity that perfectly reflects the range of emotions BBC Two content evokes. Our diverse range of graphic elements allows total artistic freedom for our collaborators (just as the channel does for its program creators), all unified by the iconic curve of the number 2″.

A creation born from the synergy between the BBC and Superunion teams featuring some of the best talent in animation, designers, sculptural installation artists and composers. The audio to accompany the animations was created by award-winning British composer and sound designer Alex Baranowski.

A lasting and memorable identity that reflects the new stage of the network and its commitment to specialization, challenging, stimulating and very creative programming.

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