BBC Two 'Window on the World' idents

The Window on the World idents were a set of idents used by BBC Two from 18 February 2007 until late 2014. They were created by Abbott Mead Vickers BBDO and produced by Red Bee Media. The idents featured a number 2 cut out of, or made out of parts of the everyday environment.

By 2007 BBC Two needed a thorough rebrand as the previous idents were starting to lose their purpose. A new set of idents was therefore commissioned by advertising agency Abbott Mead Vickers BBDO, and was produced by Red Bee Media, who made the current idents for BBC One. The new design needed to work, both on television, but also online, as a website and as live streaming feed. The two companies collaborated in all aspects of the process and both contributed people to the process. Paul Brazier, Creative director at AMV and Andy Bryant, Director of Creative at Red Bee Media both were involved in the project, as were Rob Oliver (Art Director, AMV), Chris Bardsley (Writer, AMV), John Golley (Producer, RBM), Joanna Bailey, Michael Geoghegan, Marky, Ian Cross and Stuart Hilton (directors FAQ at Picasso Pictures). On screen presentation was by Paul Mitchell (Chief Designer, RBM) and produced by Lisa Rathband (RBM) with music by Vince Pope from Beetroot and animation was by Picasso Pictures.

Our famous 2 is one of the most recognisable and durable brand images in British media, and this latest evolution takes it into fresh and exciting territory. These new idents embody all of BBC Two's distinctive humour, creativity, playfulness and surprise – and they're also beautifully-executed pieces of film-making in their own right.

The 2007 design had to compare well with its predecessors, and still had to represent BBC Two's programming character and to be an effective promotion of the channel.

AMV has delivered a really clear, simple creative idea with endless possibilities. It expertly captures both the channel's brand values and its personality in a wide range of scenarios that reveal gripping, exciting and exhilarating situations. We were keen to keep the clever, witty and mischievous personality of the 2 but move it into a whole new space. The new channel identity reflects the way that the brand has evolved over the last five years. It has been skilfully brought to life by Red Bee, which has produced the idents and the complementary on-screen presentation system.

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