BBC One will launch new programming idents on 7 Oct, which is very exciting, especially for fans of hippos. Apparently a revolving circle will be a theme throughout the new clips, obviously a reference back to the Beeb's old logo - the mighty BBC globe - though the circles also conveniently form the 'O' of 'One' - it's all so clever.
Of course the best thing about TV networks launching new idents is that it seems to make everyone involved talk utter shite.
Tim Davie, BBC Director, Marketing, Communications And Audiences: "The strength of the idea is its simplicity. It creates an identity for BBC One that is absolutely true to its heritage but it's wonderfully modern."
Charlie Mawer, Executive Creative Director of Red Bee Media who made the new idents: "We wanted to design idents that were simple enough to act as a strong branding device but rich and complex enough to reward repeat viewing. We deliberately collaborated with a varied group of directors and post production companies to bring this vision to the screen. "
And BBC One Controller Peter Fincham: "The circle, which is at the heart of this campaign, has been familiar to BBC One viewers over the years, but what we've got here is modern, forward looking and surprising."