BBC2 1991 – 1997 Branding

In 1987, Alan Yentob succeeded Graeme McDonald as the controller of BBC2. Recognising that the channel’s existing identity was detrimental to its image, Yentob initiated a comprehensive review that would ultimately give rise to an iconic brand. Market research conducted in 1990 disclosed that many viewers perceived the “TWO” logo as stale and outdated. In response, branding expert Martin Lambie-Nairn was commissioned to reimagine the channel’s identity. The outcome was a bold, sans-serif numeral “2,” versatile enough to be adapted across various branding elements.

Unveiled on February 16, 1991, the new “2” logo transformed public perception of BBC2, even though the channel’s programming remained consistent. This numeral “2” has since etched itself into the annals of branding history, becoming one of the most cherished channel symbols ever. The initial launch featured 11 different idents, with the “Garden” variant being added later in the same year.

BBC2 Launch – Saturday 16th February 1991

In an era when Open University programming dominated BBC2’s schedule until mid-afternoon, anticipation ran high for the channel’s new look. BBC1 had already debuted its updated globe logo prior to shows like “Going Live” and “Grandstand,” adding to the suspense. The first glimpse of BBC2’s rebranding came at 6:50 a.m. with the unveiling of a new Open University symbol, bidding farewell to the time-honoured animation and its accompanying fanfare. The wait finally ended at 2:45pm when a programming menu surfaced, shortly followed by the premiere of the “Paint” ident. From that moment, both BBC2 and the landscape of television branding were irrevocably altered – although someone did forget to activate the new BBC logo generator!

Conceived by Martin Lambie-Nairn and Daniel Barber, BBC2’s rebrand featured nine animated idents built around a stylised, bladed numeral “2.” These idents employed a verdian colour scheme and were designed with the flexibility to evolve over time. While both BBC1 and BBC2 opted for designs that may seem deceptively simple – BBC2 with its bladed “2” and BBC1 with its classical numeral “1” – Lambie-Nairn described the approach as “almost anti-graphic design,” emphasising the restrained elegance of their new identities.

BBC2 Clean Idents

BBC2 Continuity

Additional idents were integrated into BBC2’s branding portfolio, extending the range and dynamism of its on-air continuity until 1997.

On occasion, there were oversights where the BBC logo superimposed overlay was inadvertently omitted from the live playout.

BBC2 Special Idents

DEF II Idents & Continuity

BBC2 Programme Promotions

Historically, BBC2 has been the pioneering platform for experimenting with innovative presentation techniques. Breaking from its custom of seasonally updated aesthetics, the channel chose a different route in 1992. It introduced a collection of brief stings featuring the iconic numeral “2,” starting with one that even showcased a rather enviable hairstyle! This curated selection of diverse stings remained in rotation from 1992 through to 1997.

BBC2 Holding Slides 1991 – 1992

For the first time in their histories, BBC1 and BBC2 unveiled a unified design language for their programme slides during their simultaneous rebranding on February 16, 1991. Each caption featured a sidebar on the left, which showcased one of BBC2’s newly minted idents.

BBC2 Holding Slides 1992 – 1997

As BBC Two expanded its collection of idents, the slide design underwent a modification. The ident backgrounds that once adorned the left-hand sidebar were removed, giving way to a minimalist black palette. This clean space allowed for the main image – or elements of it – to seamlessly extend into the sidebar, creating a more dynamic visual experience.

BBC2 Miscellaneous Items