BBC Two "Window on the World" idents

The new design needed to work, both on television, but also online, as a website and as live streaming feed.

[1][2][3] 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.

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.

It has been skilfully brought to life by Red Bee, which has produced the idents and the complementary on-screen presentation system.The new idents featured a numeral '2' that was largely different from that used by the channel since 2001, despite assurances by James Pestell that the distinctive '2' would stay.

The previously purple box has now been turned a deep shade of aqua, very similar to the viridian used by the 1991 idents.

This box was placed to the left of the 2 numeral, opposite to where it was in the previous look, and faded in at the end of the ident.

Programme stills also still existed, despite being restricted to the schools programming on early mornings, and featured an enlarged middle section of '2' with the top and bottom not visible, off screen, with the programme picture in this large 2 shape.

[1][3] The Window on the World idents have had three branding refreshes: October 2008, June 2009 and March 2013.

This refresh resulted in a number of the idents being dropped and a new style for continuity adopted.

Their basic design itself is would've been criticised at the time, but the main cause of concern is the highly colourful appearance.

The light colours are widely used, regardless of programme, which means promotions for Newsnight may be in bright yellow.