BBC1's idents get a makeover by photographer Martin Parr
Summary; Broadcaster commissions British documentary photographer to create new idents to capture ‘modern Britain in all its diversity’ for 2017, based on the theme of “oneness”. The new campaign launched on Sunday, with the image of a group of sea swimmers from Clevedon, Somerset. Other images to have been shot include a Zumba class from Bristol and wheelchair rugby players from Wales. The BBC said the portraits will feature “different groups of people coming together across the UK, united by their shared passions and interests”. The groups have been selected “to reflect the diversity of modern Britain and the changing mood of the nation through significant moments in the calendar year”. The images, of which there are expected to be about 20, will replace the circle-themed idents that have aired since 2006. idents were designed to reflect BBC1’s “role in bringing the nation together, with unmissable programmes and events and celebrating all the things we share and have in common”. Director of BBC; Charlotte Moore said: “I want BBC1, the nation’s favourite channel, to continue to evolve creatively and so it’s important that the channel idents continue to move with the times too – and feel relevant and in touch with its big, broad mainstream audience. BBC1 is a channel with its finger on the pulse of a fast-changing modern Britain. “What better way to demonstrate this than by commissioning Martin Parr, one of the most celebrated documentary photographers of our time, to create idents from a series of portraits that reflect and represent the rich diversity of communities living in the UK today? “Renowned for finding the extraordinary in the ordinary, I hope that the series of images Parr captures across the year will document everyday Britain in all its glory and serve as a fascinating and lasting record of 2017.”
[] The BBC came under fire at the time for spending £1.2m on the images, which included a family of computer-generated hippos practising synchronised swimming, surfers, stunt motorbike riders and kite-fliers.
My Opinion: Brand identity is very important and crucial for a large institution such as the BBC. By renewing their idents according the culture and the society now but also relating it to their news values shows that BBC is moving along with everybody and trying to make audiences identify with their own channel in their own different way.
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