Here's a post I made about BBC One on MediaSpy, I've pasted it here:
There's an idea there, but it hasn't been executed well.
What BBC One has tried to do with this refresh is try to convey their 'oneness' with the community and place emphasis on their public service commitments as well. The only problem with the execution is it's lazy. A few people exercising and swimming does not effectively communicate the core meaning behind the rebrand. They needed to do something more profound or eyecatching. It doesn't help that almost everything about those two idents is dreary as. A grey beach and a bland room with unflattering depictions of people, and then you see the BBC One logo. What does that tell you about your brand? What appreciation does that give me of the BBC in general?
Compare this effort to one of the ABC's idents of a dingo singing the ABC notes in a country landscape.
You have the outback (a quintessentially Australian backdrop), you have the ABC worm front and centre, and you have the iconic ABC notes. It's a really effective piece of branding, because you've just pelted the viewer with every important aspect of the ABC's branding in a short 10 second window. The ABC notes are there, as they have been for decades; Here's a playlist of ABC idents from the 1990s with the same iconic notes:
There are so many layers of branding in the dingo ident which call back to fond memories and make the viewer appreciate the history and importance of the broadcaster: its role in Australian culture, its reflection of our society, its own history.
I'm saddened that BBC One never developed a brand along the same lines, but regardless, they still could've rebranded the channel along familiar lines by continuing with the same musical notes they had during the 2006 circles era with new idents focusing on another aspect with some landscape shots of London or something.