BBC1 1985 – 1991 Branding

On February 18, 1985, at 7pm, BBC1 unveiled a revolutionary new ident known as COW – Computer Originated World. Though originally slated for a January 1, 1985 debut, Michael Grade opted to postpone the launch to align with sweeping schedule modifications planned for the channel.

BBC1’s mirror globe had been a fixture since the advent of colour broadcasting. Over its fifteen-year tenure, television technology had progressed exponentially, rendering it the sole surviving mechanical symbol by 1982, one that required frequent recalibrations. Initiating the development of COW in 1983, the BBC marshalled an interdisciplinary team, comprising the Computer Graphics, Graphic Design, and Designs Departments. The COW emanated from a specialised black box housing multiple circuit boards, each responsible for one layer of animation – be it the BBC1 logo, the blue background, or other elements. Interestingly, the output maintained a 5:4 aspect ratio and was subsequently cropped for broadcast – a technique that predates the modern prevalence of cropping.

The end product was a visually stunning, three-dimensional revolving world, fully anti-aliased and so lifelike that it’s still hard to believe it wasn’t a physical model. Oliver Elmes, the creative mind behind the new graphics, had previously designed BBC2’s electronic ident six years earlier.

BBC1 COW Symbol Launch – February 18th 1985

BBC1 Continuity

BBC1 Special Idents

From this period, a collection of special idents created for BBC1.

BBC1 Programme Promotions

BBC1 Holding Slides

While BBC1 boldly embraced a computer-generated world image as its new hallmark, the programme slides continued to be optically generated for an additional three and a half years using 35mm slides. This new design marked a significant departure from its predecessors, featuring the BBC1 logo prominently displayed in an upright position on the left-hand side of the screen.

Further examples of BBC1 holdings slides

BBC2 Holding Slides

Promotional slides for BBC2 employed a distinctive ribbon design, which graced the channel from February 18, 1985, through to March 1986.

On Easter Monday of 1986, BBC Two unveiled a fresh aesthetic. In tandem with these changes, BBC1’s cross-promotional slides received an update, incorporating a white rendition of BBC Two’s signature “strip” design. The BBC Two slides were now electronic produced by an artist using a Quantel Paintbox.

BBC Daytime holding slides used from 1987

BBC1 Holding Slides 1988

In September 1988, another stylistic transformation took place. Holding slides were now created digitally on the Quantel Paintbox allowing lots of creative flair. The chosen typeface was Optima, a font also favoured by The Open University.

BBC1 Miscellaneous Items