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NB
The major problem for me, though, is that I still don't connect with them emotionally - on any level, or in any way. I am not a birdwatcher, I don't go to roller discos, or exercise classes, or swim in the sea, I don't play wheelchair rugby and don't volunteer as a mountain rescuer. I am also not a tree...
They feel remote and say nothing about me or my life. And come to think of it, they say nothing about the BBC or the specific channel they're representing either.
Good branding is meant to engender a sense of emotional connection, a belonging, with the audience. These, despite using 'everyday people' coming toghether in shared experiences, don't.
It's not just the unimaginative production of them that's the problem. The basic idea of a portrait style snapshot is different and interesting, but these are missing depth, dimension and a unique hook - they need to have wit & warmth, or be genuinely eccentric, or provoke thought.
BBC Oneness - idents and presentation
So, two new idents debuted today.
Let's start with Skaters. The lighting visually makes the ident more watchable to look at and it's a lot less awkward.
Birdwatchers though, feels a lot less drab and lifeless especially when the people featured raise up their binoculars.
A slight improvement over the first five idents that have been introduced - a lot less awkward and far more bearable to watch (especially Skaters). It seems that the direction has slightly changed following the furore over Sea Swimmers and Exercise Class.
However, the fundamental problems of the set still persist, including the shaky camerawork, no post-processing work, and the breathtaking lack of creativity or thought.
A slight improvement. But, it still isn't shaking off the bad image set off by the first five idents aired. BBC Creative needs a lot more work to be done if they're considered to be fit for purpose with rebrand projects.
Let's start with Skaters. The lighting visually makes the ident more watchable to look at and it's a lot less awkward.
Birdwatchers though, feels a lot less drab and lifeless especially when the people featured raise up their binoculars.
A slight improvement over the first five idents that have been introduced - a lot less awkward and far more bearable to watch (especially Skaters). It seems that the direction has slightly changed following the furore over Sea Swimmers and Exercise Class.
However, the fundamental problems of the set still persist, including the shaky camerawork, no post-processing work, and the breathtaking lack of creativity or thought.
A slight improvement. But, it still isn't shaking off the bad image set off by the first five idents aired. BBC Creative needs a lot more work to be done if they're considered to be fit for purpose with rebrand projects.
The major problem for me, though, is that I still don't connect with them emotionally - on any level, or in any way. I am not a birdwatcher, I don't go to roller discos, or exercise classes, or swim in the sea, I don't play wheelchair rugby and don't volunteer as a mountain rescuer. I am also not a tree...
They feel remote and say nothing about me or my life. And come to think of it, they say nothing about the BBC or the specific channel they're representing either.
Good branding is meant to engender a sense of emotional connection, a belonging, with the audience. These, despite using 'everyday people' coming toghether in shared experiences, don't.
It's not just the unimaginative production of them that's the problem. The basic idea of a portrait style snapshot is different and interesting, but these are missing depth, dimension and a unique hook - they need to have wit & warmth, or be genuinely eccentric, or provoke thought.
Last edited by NextBigThing on 11 March 2017 1:13pm - 2 times in total
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That's more like it. This sting isn't too bad, considering. Video here:
https://www.youtube.com/watch?v=SCc95KuIv7U
Yes, but position may have been altered for this one only for obvious reasons. Have you noticed the Oneness tagline, in the idents themselves, now feature a single pulse of boldness running though it.
Yes. Plus I fancy that 'oneness' stays on screen a fraction longer than previously, before the BBC logo appears... They certainly seem to be beefing-up the oneness message, however subtlely.
BBC Oneness - idents and presentation
Skaters sting between Mary Berry Everyday and Football Focus.
That's more like it. This sting isn't too bad, considering. Video here:
https://www.youtube.com/watch?v=SCc95KuIv7U
Just realised the format of the sting has changed - the 'BBC ONEness' logo is now larger and centred on the screen rather than at the foot of the screen.
Yes, but position may have been altered for this one only for obvious reasons. Have you noticed the Oneness tagline, in the idents themselves, now feature a single pulse of boldness running though it.
Yes. Plus I fancy that 'oneness' stays on screen a fraction longer than previously, before the BBC logo appears... They certainly seem to be beefing-up the oneness message, however subtlely.
NB
Possibly, yes. I think with this particular refresh the lack of a sonic logo is quite important. It's interesting that, almost without consciously realising it, you listen to TV as much if not more than watching it. I'd never really thought about it before, but without any kind of ident music I find myself almost ignoring the idents now - they kind of hide away between the trailers (which almost always have some kind of musical soundtrack) and the theme tune of the programme itself. In most cases I couldn't now tell you which one introduced any given programme, whereas in the past the relevant version of the sonic logo meant that you knew which ident had been on even if you weren't paying that much attention to the visuals. In this respect the current BBC One logo set have become wallpaper. Perhaps this is the direction they want things to go in the future?
BBC Oneness - idents and presentation
All of this does pose an important question though - with so little funding being directed at on-air branding now (relative to the past) and no negative impact on audience figures, could the days of the channel ident (as we know it) be numbered?
Possibly, yes. I think with this particular refresh the lack of a sonic logo is quite important. It's interesting that, almost without consciously realising it, you listen to TV as much if not more than watching it. I'd never really thought about it before, but without any kind of ident music I find myself almost ignoring the idents now - they kind of hide away between the trailers (which almost always have some kind of musical soundtrack) and the theme tune of the programme itself. In most cases I couldn't now tell you which one introduced any given programme, whereas in the past the relevant version of the sonic logo meant that you knew which ident had been on even if you weren't paying that much attention to the visuals. In this respect the current BBC One logo set have become wallpaper. Perhaps this is the direction they want things to go in the future?
Last edited by NextBigThing on 11 March 2017 12:35pm
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BBC Oneness - idents and presentation
And another one! Bird watchers. Hopefully this will finally replace the sea swimmers for the news...
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BBC Oneness - idents and presentation
I quite like it. Looks to have *slightly* better production values than the previous ones...
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The airline equivalent of what the BBC have done to their presentation would be: to get on an aircraft with one logo on one side and another (previous) logo on the other, each placed in different positions along the fuselage; then be served by a random set of unsmiling crew all in different uniforms; and none of it bear any resemblance to the brand you saw in the airport. Can you imagine what you'd think of that airline as you're sitting waiting to take off? Professional? Pay attention to the little details? Proud of their image? Safe & secure? No!!
BBC Oneness - idents and presentation
I work for a major UK-based international airline. They have a very strong brand image that they have successfully nurtured and developed over many years so that, over time, it has built-up significant equity. Their brand components are enshrined in a 'brand guidelines' document, which is the bible of how the brand is to be manifested. It contains the logo, corporate font and sub-fonts, colour pallets, written and spoken 'tone of voice' guidelines and detailed instructions of how all of these MUST be used in relation to each other. No deviation from the brand standards is permitted - marketing, airports, aircraft etc must all follow the same strictly unified guidelines. I repeat, they are an AIRLINE - it's their job to fly people safely from A to B. Nevertheless they clearly see the commercial and reputational benefit of taking pride in building a strong and consistent brand proposition. If they (and thousands of other reputable corporations) can do it, why can't an internationally renowned broadcaster, whose whole being and output is solely dedicated to the visual (and audible) mediums?The airline equivalent of what the BBC have done to their presentation would be: to get on an aircraft with one logo on one side and another (previous) logo on the other, each placed in different positions along the fuselage; then be served by a random set of unsmiling crew all in different uniforms; and none of it bear any resemblance to the brand you saw in the airport. Can you imagine what you'd think of that airline as you're sitting waiting to take off? Professional? Pay attention to the little details? Proud of their image? Safe & secure? No!!
Last edited by NextBigThing on 10 January 2017 11:04pm
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BBC Oneness - idents and presentation
Ok, BBC. The fun's over. You've tried experimenting with something new, but it's been an unprecedented disaster. Viewers hate it, the regions don't want it, and you've now publicly admitted (by showing it) that your previous 10 year old package is infinitely more suitable for introducting the wide range of output on the channel. Let's clear this debacle up by the end of the month, get back to the circles and then come up with a coherent alternative that befits a world renowned and respected national broadcaster.
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WIth Siobhan Sharpe on the other end of the phone repeating the word "Oneness" over and over.
BBC Oneness - idents and presentation
The one on the phone is probably texting back to the office "well we've got them all here, now what are we meant to be doing with them?"
WIth Siobhan Sharpe on the other end of the phone repeating the word "Oneness" over and over.
NB
BBC Oneness - idents and presentation
The one on the phone is probably texting back to the office "well we've got them all here, now what are we meant to be doing with them?"
NB
Agreed Wicko, but once "oneness" as a marketing campaign is over surely the concept becomes redundant and the idents just revert to a bunch of people hanging around with no apparent commonality or theme to link them.
I also can't see all of them being shown together as, by the look of things, the photo journalist approach mans that they are meant to be month and season specific - I don't think we'll be seeing the freezing cold swimmers come July.
I'm pretty sure this is intended as a one-off campaign for 2017 only, which may or may not be followed by a more permanent rebrand. But then again, I'm now very used to being surprised and disappointed by what the Beeb does with its presentation these days...
BBC Oneness - idents and presentation
I have just watched the interview on Points West. I got the impression that it is only "Oneness" that will last the year-not the idents. Martin Parr said that during the year he will be filming idents from all over the UK. I predict that up to 2 a month willlaunch but after this year, all 20 will air collectively rather than just 2 a month. He didn't say that the idents will last a year. He hinted they might air beyond this year.
Agreed Wicko, but once "oneness" as a marketing campaign is over surely the concept becomes redundant and the idents just revert to a bunch of people hanging around with no apparent commonality or theme to link them.
I also can't see all of them being shown together as, by the look of things, the photo journalist approach mans that they are meant to be month and season specific - I don't think we'll be seeing the freezing cold swimmers come July.
I'm pretty sure this is intended as a one-off campaign for 2017 only, which may or may not be followed by a more permanent rebrand. But then again, I'm now very used to being surprised and disappointed by what the Beeb does with its presentation these days...
Last edited by NextBigThing on 5 January 2017 6:07pm
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Thanks for the info MetalGearRex. I guess the point I was trying to make is that, given the same team worked on both ident sets, it's just a bit surprising that they're so different in style in terms of editing, logo placement, post processing etc. Perhaps it's just a natural evolution of one look to another, or perhaps when they filmed the portrait idents they decided that the logo needed to be moved so not as to detract from the subject matter (given that there's no longer such an obvious visual device such as the circle), or perhaps it was one of Martin Parr's conditions that his work would be as left untreated as possible?
Over the last few days I have reflected on them a bit further and can sort of see what they're trying to do - literally a photo-journalistic record of Britain in 2017 around the theme of coming together as one. It's just a shame that it looks like there's only 2 per month which instantly makes them very repetitive - they need to shoot at least 4 per month just to show the diversity and ambition of what they're trying to achieve. That said, I wouldn't mind betting that in a few months once the shock has worn off there'll be a few in this set that people will quite like, and that next January we'll all be shocked and affronted again at the next set!
BBC Oneness - idents and presentation
BBC Creative has been responsible for working on BBC presentation - ever since the BBC cut ties with Red Bee in 2015. Red Bee's last work on BBC pres was BBC THREE and CBBC refreshes.
Thanks for the info MetalGearRex. I guess the point I was trying to make is that, given the same team worked on both ident sets, it's just a bit surprising that they're so different in style in terms of editing, logo placement, post processing etc. Perhaps it's just a natural evolution of one look to another, or perhaps when they filmed the portrait idents they decided that the logo needed to be moved so not as to detract from the subject matter (given that there's no longer such an obvious visual device such as the circle), or perhaps it was one of Martin Parr's conditions that his work would be as left untreated as possible?
Over the last few days I have reflected on them a bit further and can sort of see what they're trying to do - literally a photo-journalistic record of Britain in 2017 around the theme of coming together as one. It's just a shame that it looks like there's only 2 per month which instantly makes them very repetitive - they need to shoot at least 4 per month just to show the diversity and ambition of what they're trying to achieve. That said, I wouldn't mind betting that in a few months once the shock has worn off there'll be a few in this set that people will quite like, and that next January we'll all be shocked and affronted again at the next set!
Last edited by NextBigThing on 5 January 2017 6:03pm - 2 times in total