I have chosen BBC One ident to rebrand. This TV ident, ' Coloured Capes' was published in 2009. This TV ident was first broadcasted in 2008. The ident is a part of the BBC One 'Circles' campaign from 2006-2016 and was one of the on-screen channel identities for BBC One. The initial idea for the BBC One 'Circles' campaign was to have a film sequence of, plants, animals, people that ended in a circle representing the one for the BBC One channel to correlate its ident to the name of the channel and the logo of the channel as well. 'Capes' was filmed in many West London locations. There were 81 cyclists doing the 4-way spiral wearing the bright colours rain capes. In the ident when forming the spiral, it was filmed from above to show the audience the representation of the circle as well as the cyclists wearing different coloured rain capes to create a rainbow effect.
This BBC One ident has a variety of past adverts before this current ident which I have selected. This TV ident was made in 2009, however the first version was published in 2007, and was named 'Flowers' on BBC One. This ident includes kids playing with flowers and forming a circle through connecting their hands together in the flower field, the formation of the circle of kids represents the letter'' O' in BBC One to correlate back to the channel name.
After this TV ident was the BBC One 'Hippos' ident made in 2007 as well. In this ident the hippos are swimming alone or in twos and eventually form a circle after swimming near the top of the sea level, as the circle is formed one hippo is left out this can be to symbolise the one hippo left out to relate to the channel name as well as already having a circle formed by the hippos.
The next TV ident was name 'Moons' on BBC One which was also published in 2007, in this ident there are people taking pictures of the moon and sail boats on the sea and 2 men on the boat are putting a triangular piece of the moon into the rest of the moon to make it a full moon and as the moon is shaped like a circle it corresponds to the channels name they name of the channel is also put on top of the moon in text at the end to show the moon and the 'O' in BBC One look alike as well as show casing where they can watch the shows.
In the next ident which was made after the 'Moons' ident is the 'Windows' ident made in 2007. In this ident its all about the reflection of the windows. When filming the apartments the reflection of the window shines with the use of the sun and in the end they show a front clear view of the apartment windows and the reflections are specifically lit in a circle which related to the name of the channel, the reflection of the circle was also outlined for the audience to notice through white lines thriving through it as a backwards faded spiral for a few seconds.
The next ident was also made in 2007 and is called 'Promo'. In this ident a trailer of a TV show is being shown for the audience however in the centre of the bottom of the screen has the channel name displayed and at the end of the ident there is a circle formed in the middle of the screen in a spiral from the outer screen going smaller as it spirals, eventually filling the whole screen at the end of the trailer with a red background.
In the next ident which is made in 2009, named 'Lawn/Cropcircles' This ident shows a few ladies on different sides of the fence mowing the lawn and in the end they have created a pattern of big circles and lines that connect to each big circle whilst this is being done a voice over of the next show on the channel.
The ident created after this is called 'Motorbikes' made in 2009. In this ident there is one motorcyclists going around the circular shaped track and eventually there are 3 cyclists going around the track at the bottom middle and end going around in circles on the circular track to form a circle which relates back to the channel name.
The next is called 'Forest' also made in 2009. This ident has wildlife animals running and flying around and at the end of the ident there is a tree that has a long vine that bends down to the ground leaving it in the shape of a circle o represent the channels logo and the channels name is displayed in the circle that is formed by the tree.
This next ident is called 'helicopter' made in 2009. This ident portrays a helicopter flying above sea and landing on the helipad and the helipad is shaped as a circle and it has been used for the display of the channels name to show case their channel and logo.
Next the ident made is the one I have chosen, 'Coloured capes' made in 2009. This ident shows the red group of cyclists in the form of a line in the rain wearing coloured capes (ponchos) and coming all together with the other colours coming in on a road that has a round a bout and the cyclists keep going round it in the lines of the their colour having a rainbow effect.
After this TV ident 9 more remade idents were made after Coloured capes. They were made from 2009 up until early 2011. The idents that were made previously before this one all have the same idea just different context and slight change in meaning. All the idents have a circle formed in the end of the videos and use it to display the channel name, they also all use calm music and voice overs explaining what shows are going to be on. The idents made after the coloured capes are not better in my opinion however some are much simpler for example 'Ashes to ashes' which is made in 2009 and is the ident made after Coloured capes, this ident is of a car driving and the gas coming from the pipes of the car form a circle whilst the car zooms off. Most of the TV idents made after Coloured capes show the news and display their name at the end on a red background for BBC One news. The idents reflect the audience as they can see the difference in context and different ideas being used however having the name concept of a circle being formed which is used to showcase the channels name. The main purpose of each redesign of the TV idents is to keep it simple but effective to give the channel a good representation for their audience as they've used different ideas, such as; hippos, people, bikes, helicopters, cars. dogs ad so on but they all form a circle in the end of each ident keeping their signature move.
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