About time BBC One updated their identity?

I have felt the same way before - however, it is practically the modern way, regardless. There is more emphasis on the worth of a good TV identity than there ever used to be - remember when symbols were symbols, for the purpose of identification, with little conscious thought about them as a brand. Perhaps just a very general awareness of staying contemporary, or developed to take advantage of something new (in the 80s, contemporary seemed synonymous with hi-tech - hence the first CG symbol on BBC2, and then the COW), but nothing much more.

No-one can argue that any one particular identity can only establish itself as an instantly recognisable or iconic design by allowing it to really root itself into the channel over a number of years. Channel 4 in 1982 and BBC2 in 1991 produced classics that ran for around 14 years and a decade respectively. But they were ground breakers right from the start and redefined the channel identity in their era - it can be said they lasted as long as did because they were designed well enough to do so.

So on the one hand, frequent changes are just a sign of the times - but it may hint that broadcasters are constantly aiming for the next big new concept that really strikes a chord and takes off, like the aforementioned classic Channel 4 and BBC2 examples - until then, they'll probably keep changing at the current rate.

Wishy-washy and generic? I don't think so.

Not quite. The longest ident still around at the moment (unless they have changed the ident of course) is the BBC Learning Zone ident (14 years and counting)

Is there any need for added expense?

As much as I love the 1997 BBC One Balloons, I do believe if a re-brand comes, it should look forward not back.

The Learning Zone, looking at the website, seems to live persistantly in a time warp:
http://www.bbc.co.uk/learningzone/

Not only does the site have the original design logo it was given in 1997, the acorn is still there and the design of that site was common across the entire BBC online site long before the idea of a common "navbar" across the top was introduced.

Apparently the long version has resurfaced again, looking at this YouTube video, which I will post the right link to at some point today, having had three goes already...

It's a bizarre feat but a testament to the '97 design philosophy in so much as there's clearly no desire/point in changing it when the package in use still ticks all the boxes and more.

Although you get the impression that even if the BBC logo was to be replaced they would just leave it as it is, as if they've permanently lost access to BBC Two between 4-6am.

Oh yes it is, like someone else has said, just film something circular, place a logo upon it and there you have it, an instant BBC One ident parody. The current idents are dull because they are too much. Why the need for 'realism' idents? Why can't it go back to the simple symbol idents of pre 2000s? My favourite BBC One ident will always be the 'smokey globe' as it was simple yet detailed enough to not be boring.

If BBC One wants its circle to become a symbol, then why does it not always have the logo within a circle? All other applications of the logo are either in a plain horizontal format or stacked in a box.

I think you've got me wrong. I AGREE that the idents are wishy-washy and generic - that was my original comment. I disagree that the BBC is trying to give viewers the message that BBC One is wishy-washy and generic, which is what 'Thinker' originally said.

I apologise, I did not see that bit.

I am still very much in love with the Learning Zone branding, it works, simply put. I believe the idents were shot on film so there could even be a chance of a rescan in HD, if it's the right sort of film and the original prints are around, the music is wonderfully devine too!

There is an alleged HD version on YouTube, but it's shorter, and I think is perhaps just upscaled by the person uploading it (as obviously BBC TWO doesn't yet transmit an HD signal).

However, it includes some other continuity, and more of that fab music again.