Abstract
Idents, the logos appearing in the continuity between programmes, are ubiquitous yet easily missed aspects of channel branding. Focusing on BBC One and BBC Two as case studies, this article traces the evolution of the images and sounds of idents over the past three decades. The approach brings to light the creative contributions of graphic designers and composers by combining data from in-depth interviews with textual analysis of idents. The article highlights relationships between creativity, brand strategy and craft skills in the making of the BBC’s idents and, by extension, in communicating the corporation’s public purpose and overall brand identity.
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