After half a year gone and half a year of "Oneness", I am baffled as to why the falling O of 2016 is still in play. How do you guys feel about the idents now? Have they grown on you? Are they improving with each new one? And why has Mountain Rescue been dropped? Questions, questions, questions!
Time flies pretty quickly doesn’t it?
The falling ‘o’ motif has only been used on shows that are likely to create the biggest impact for BBC ONE, of course. The only issue it would create is a lack of consistency - but it is still slightly effective.
As for the Oneness idents, they’re still dull of course, but I’m more surprised to see the staggering contrast between some idents. Night Kayakers, for instance; works to Parr’s advantage - thanks in part to the beautiful lighting and water reflections. Others, like Tandem Cyclists and Allotment Holders, feel desolate and unnatural in their delivery. Some, like Bog Snorkellers, take the set towards quirky territory. The core aspect of the idents hasn’t improved much though.
Perhaps it’s worth noting that the Oneness idents haven’t entered into the public consciousness - and in the process, while they’re still dire, most including myself are past caring of course - since we’re now used to it.
Worthless speculation on my part - the Oneness tagline doesn’t look like it will remain a focal point of BBC ONE branding. It hasn’t been promoted heavily with promos, and special idents have done away with the tag. One Love Manchester was a perfect opportunity to utilise Oneness at its full potential, but even that didn’t pop up. It’s beginning to look as if that BBC Creative has written it off completely - partly because initial public perception was not on their side.
Then there is the fact that they’re churning out these idents every month, for example, 2, or even as far as 5. While it does create some semblance of variety - in the long term, if they’re really planning to keep this set beyond this year, it will be a struggle to keep the Oneness ident set fresh (the partnership with Parr and BBC Creative is only for a year).
Thirdly, while there’s nothing concrete regarding this, a new BBC corporate font (BBC Reith) is being prepped to replace Gill Sans. Part of the reason for its development - more suitable for mobile devices, and saves money from licencing other fonts, such as Helvetica. I’d be all up for a singular font that addresses consistency.
A long post, but it sums up my thoughts on the matter.
- before Crimewatch Roadshow, A&E on the Road, and The One Show.
