Would be better if the logo formed when the circular element appeared. It's OK but sells the programme (about the 7th "last ever" series from David Attenborough) more than the channel.
Yes, the formation of the circle is a bit premature. The ident itself is fairly long, long the original versions of the circles idents. As nice as it is, they probably should have shortened it if the circle had to appear so fast.
Still, first new ident we'e had for a while on BBC One.
GM
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Wotaloadashyte.... What the hell is the point in having a logo form-up with circle elements if it appears on its own, randomly, not even accompanying a musical climax? What we have here is some footage of a fish being a fish with a logo stamped over the top so you can see less of the fish being a fish than fish fans may like. Nothing about this little video has any relation to BBC One's current branding other than a circular mound of sand at the end that the average viewer is not going to link either to the former form-up positioning or indeed the circles theme that BBC One has used for eight years. The logo itself might as well have simply been in-vision the whole way through (2002 styleee), or just dissolved on for all the sense it makes animating it on so carelessly.
Pretty music, but where has Imran Hanif's fantastic 3-note motif gone?
This is not an ident. This is nothing more than some pretty clips from the programme it is promoting. It makes it clear the circles theme has had its day. A branding set that started off with such potential but that was completely ballsed up by the marketing department in 2008. And what's more the fish is an ugly sod.
I agree that the form-up should've waited until the nest was fully formed.
However in every other way that post was a complete over-reaction.
Perhaps you should have a look at the special ident for The Voice, or the Flamingos ident from last year, then take another look at this.
Incorporating the three notes into the music would've required them to pay out more money, which the BBC can't afford. It's a special ident, not a full-time one.
This ident shows that, if the BBC simply reverted to the "long" ident format, they'd be given an extra two, maybe three years of life.
They've been freewheeling since 2011 and now it's in a completely knackered state where no-one there really seems to care any more.
I've said it before but it bears repeating - materials produced by/for the BBC Radio stations demonstrate far more competent creative flair than their TV counterparts and as such they have the stronger visual identities, a situation which is quite simply ridiculous.
