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Oneness on lockdown - new idents for BBC One

This might result in someone else shooting more Oneness idents, if they ever come back...

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BBC Oneness - idents and presentation

On a whim, I decided to email Martin Lambie-Nairn at his new company, M L-N, and jokingly asked:

Hi Martin,

Is there a way you can possibly liaise to the BBC Creative team? The idents for both BBC One and BBC Two are simply appalling!

Kind regards,

Glenn Reuben

Obviously, I knew it was a stupid question and didn't expect a reply, but lo and behold, the man did...

Hi Glenn,

I cannot remember if I responded to you re. your email about BBC 1 and BBC2 new dents.

Am currently in Brazil with limited email etc. But now am able to respond.

You ask if I have influence with the BBC design department. The simple answer is no. Even when I was creative director for brand at the BBC, I had no influence over the internal design department. That is why everything designed by me and my people was also produced by us.

However, the real answer to your question is is to be found elsewhere than amongst designers, internal or external.

On my departure from the BBC the Marketing people assumed responsibility for branding. Creativity became the servant of these people who held the budget and therefore the say so. Since that time the BBC has produces nothing of interest.

I still have not seen the work you refer to, but you are not the only person to contact me with the same comments. I can only assume that the same creative management holds sway and as long as it does the creative reputation, so hard won, will continue to disintegrate.

It is a shame, but creative leadership in the area of branding is in the hands of people who have budgets but absolutely no idea of how to judge or design great an effective work. Worst still they have no desire to listen.

However, these things come round again.

My experience is that one day someone with vision will wake up and realise that the systems and people who manage creativity in this area are not equipped to do so and changes will be made.

Maybe next time you may get a crack.