BBC One: 2022 Idents

[Lyric W.]

Here is Farmland - Festival on Network:
https://youtu.be/jbxcaZ0TEOI

Is it supposed to be private or...?

[DavidWhitfield]

I have to be honest - I watched the ident and my thought process went thus:

"Ah, people skating. This is nice enough, I suppose. Oh, the much discussed 'lens' effect! Oh, it's... a woman lying down in a dingy room somewhere... can't quite tell what she's meant to be doing... and there's some people jumping around and dancing somewhere as well now... oh, and they've both gone again. Crikey, that was very brief... And now it's just the skaters again... still just skaters... oh, the programme's starting. ... So what were the lying woman and people jumping around for? ... What was the relevance of them appearing fleetingly over the footage of people in a skatepark...?! ... Ehhh?"

Maybe I'm just thick but... hmm.

It's a railway arch. The idents show three things that happen in that location - skating, an art exhibition (or life drawing) and a rave style party

But there are three different versions, so one you see the skaters and the art and ravers in the wipe. Another it'll be the ravers with the art and skaters wiping across and the third is the art with the skaters and ravers.

I think they'll become more obvious once all 3 are seen, you can join the dots

Firstly, thank you for clarifying. I absolutely could NOT tell that the location was supposed to be the same in all three scenarios, so I appreciate you explaining that.

What I'd say to your closing sentence is - that's fair enough advice to give me - an enthusiast - as I will go out of my way to watch the full set and think about the concept of them in more detail, but for most people, an ident is just that little thing that comes on before the programme they're wanting to watch. I don't know whether we can expect the standard punter to actively take note of different variants of the same idents to 'join the dots' just so that the concept starts to make some kind of sense. If someone puts the telly on and an ident plays and they're left thinking 'ehhh?', whether that was their first viewing or their thousandth time seeing this new ident set, I would argue that the execution of the ident has been lacking somewhere.

[SteveRW]

I can't tell where they have been filmed. They are very generic - which is good. So, it makes you wonder why they weren't used back in October.

[Josh]

https://twitter.com/TesTVWhirl/status/15...70/photo/1

[DeMarkay]

https://twitter.com/TesTVWhirl/status/15...70/photo/1

Haha, nice touch.

[Brekkie]

What are we going to call them?

I joked about "Noneness" before I saw them - alluding to they'd be none of Oneness. However now I've seen them "noneness" pretty much sums up my feeling towards them.

[Lyric W.]

https://twitter.com/TesTVWhirl/status/15...70/photo/1

It took me a second to see what changed - I swear, we're uncovering some kind of secret cult

I'm kidding of course, some people just don't wanna let go of the past

[Brekkie]

I can't tell where they have been filmed. They are very generic - which is good. So, it makes you wonder why they weren't used back in October.

But they are very clearly London tents and London trampolines.

Agree - they could be anywhere.

[Robert Williams]

I have to be honest - I watched the ident and my thought process went thus:

"Ah, people skating. This is nice enough, I suppose. Oh, the much discussed 'lens' effect! Oh, it's... a woman lying down in a dingy room somewhere... can't quite tell what she's meant to be doing... and there's some people jumping around and dancing somewhere as well now... oh, and they've both gone again. Crikey, that was very brief... And now it's just the skaters again... still just skaters... oh, the programme's starting. ... So what were the lying woman and people jumping around for? ... What was the relevance of them appearing fleetingly over the footage of people in a skatepark...?! ... Ehhh?"

Maybe I'm just thick but... hmm.

It's a railway arch. The idents show three things that happen in that location - skating, an art exhibition (or life drawing) and a rave style party

But there are three different versions, so one you see the skaters and the art and ravers in the wipe. Another it'll be the ravers with the art and skaters wiping across and the third is the art with the skaters and ravers.

I think they'll become more obvious once all 3 are seen, you can join the dots

Firstly, thank you for clarifying. I absolutely could NOT tell that the location was supposed to be the same in all three scenarios, so I appreciate you explaining that.

What I'd say to your closing sentence is - that's fair enough advice to give me - an enthusiast - as I will go out of my way to watch the full set and think about the concept of them in more detail, but for most people, an ident is just that little thing that comes on before the programme they're wanting to watch. I don't know whether we can expect the standard punter to actively take note of different variants of the same idents to 'join the dots' just so that the concept starts to make some kind of sense. If someone puts the telly on and an ident plays and they're left thinking 'ehhh?', whether that was their first viewing or their thousandth time seeing this new ident set, I would argue that the execution of the ident has been lacking somewhere.

Exactly - if they had launched with the farmland ident, for example, the concept would have obvious from the outset, and it wouldn't have needed explaining to us.

The skaters ident is a less well executed example, but we might at least have picked up on what it was supposed to mean had we seen a different ident first.

[Internationalman]

I really like this design. A step up from Oneness, and they are really clever. One building, three scenarios. I also think it serves as callbacks to previous idents, such as Circles, R&M, the Globes, and a hint of Oneness. Definitely more active and interesting that the previous package we had.

[Josh]

Here is Farmland - Festival on Network:
https://youtu.be/jbxcaZ0TEOI

Is it supposed to be private or...?

No, sorry. Did notice it was originally set to private but thought I set it back.

[boddington]

I know I'm repeating myself but the lens effect is far too quick - blink and you miss it. Without the lens effect, they're not very distinctive.

[TVenthusiasm]

Pretty decent for Market just now - the activity in the market and the stalls set up gives this a EastEnders-like feel and theme and may be suitable to introduce EastEnders itself. Another quality ident for Lens.

[Josh]

Market: Hustle into MasterChef on Network.
https://youtu.be/-LtePEGUL90

[swaggyboi128]

Very interesting set of idents, keeps the idea of Oneness but makes it feel more like you're looking at something
That said, I'm really curious how the generic/news-safe ident will look. Suppose we'll find out at Ten.