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.

中文翻译：

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1991-2021 年 BBC 频道标识中的平面设计、音乐和声音

标识是出现在节目之间连续性中的标志，在频道品牌塑造中无处不在，但很容易被忽视。本文以 BBC One 和 BBC Two 为案例研究，追溯了过去 30 年中身份的图像和声音的演变。该方法通过将深度访谈的数据与身份的文本分析相结合，揭示了平面设计师和作曲家的创造性贡献。这篇文章强调了创造力、品牌战略和工艺技能之间的关系，这些关系在 BBC 的标识制作中，进而在传达公司的公共目的和整体品牌标识方面。