Red Bee Media wins BBC1 deal to rebrand on-air idents

The BBC has appointed Red Bee Media to redesign its iconic screen idents for BBC1, following a pitch held among its rostered consultancies.

Red Bee Media, the consultancy that was formerly BBC Broadcast, will work up a revamped on-air look for the broadcaster, as the BBC moves towards rebranding BBC1. Lambie-Nairn, Wolff Olins, Attik and Red Bee Media are all believed to have gone head to head in a bid to win the prestigious commission (DW 29 September 2005).

Christine Madden, head of marketing at BBC1, confirms the appointment ahead of a formal announcement. ‘This exciting work can now begin in earnest,’ she says. The news comes as the BBC reportedly looks at reviewing its on-air screen design roster.

The existing screen idents, designed by Lambie-Nairn, were introduced in March 2002. They feature red branding, to match the channel’s identity, and comprise a range of images, showing basketball players in wheelchairs, salsa dancers and a Bollywood-style dance routine.

The new idents are likely to include design concepts which can be applied across platforms as the BBC moves towards TV on-demand and downloading programmes to computers and mobile phones.

Peter Fincham, who joined the organisation as its controller last June, is overseeing the initiative to create the new on-air look.