For some Pres fans, BBC One’s branding matters more than that of any channel.
It may be a personal thing – a lifelong connection to the channel which you may not have to others.
It may be nostalgia for the globe and the things which made us appreciate Presentation in the first place.
Or it may be the simple fact that BBC One matters to everyone – or at least should matter to everyone – in a way other channels do not.
So if the idents are wrong, it matters a lot more then the branding of a minor satellite channel.
Exactly 20 years ago, some of us were disappointed when the balloon was replaced by the Rhythm and Movement package.
These idents were actually quite beautiful – the problem was that they showed no regard for BBC One’s rich heritage. That’s why so many who criticised the dancers liked the Circles package four years later with its subtle nod to the globe.
This is exactly what has happened again now.
It isn’t hard to spot the elements which hark back to the channel’s past in a very clever and subtle way. Some of the themes may be reminiscent of the 2002 and 2006 idents – the action and the appearance of a circle.
But look at how the circle animates – revealing a contrasting theme. It animates from left to right, echoing the spinning globe. Then look carefully at the scene – the camera follows the movement in such as way as to give the impression of rotation.
It’s subtle and clever you could almost miss it but also a brilliant nod to the brand heritage.
These idents are beautiful and a huge improvement on the Oneness package.
At last, the BBC’s principle channel has a branding package worthy of its programmes and importance to the corporation.