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91Èȱ¬ Two's new "Window on the World"
91Èȱ¬ Two has refreshed its on-screen identity with 14 new idents based on seven new themes, along with a new logo and colour palette which will work across linear and broadband.
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For the new idents, which will be on air from Sunday 18 February 2007, the figure 2 has become a "window on the world", a portal through which the world is seen differently.
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The seven different scenarios reflect the range and diversity of content on the channel.
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In each ident the camera pulls back to reveal that you are looking at the world in an unexpected way - through the figure 2.
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Roly Keating, Controller of 91Èȱ¬ Two, says: "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.
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"These new idents embody all of 91Èȱ¬ Two's distinctive humour, creativity, playfulness and surprise - and they're also beautifully-executed pieces of film-making in their own right."
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The logo retains its block shape in line with the rest of the portfolio, but has a more contemporary font (Avenir) and a new colour (deep aqua).
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The 91Èȱ¬ Two colour palette has been extended to include a range of six new colours.
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The on screen presentation system and the channel's broadband website have also been changed to reflect the new idents and colour palette.
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Designed by Abbott Mead Vickers BBDO and produced by Red Bee Media, the seven new idents are:
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 Cappuccino - a chocolate 2 shape is sprinkled on a cappuccino.
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Ìý Mirror - the world in a 2-shaped car mirror as it speeds along.
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Tent - a 2-shaped door to a tent is opened to reveal three different scenes: a pop festival, beach and polar landscape.
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Sunroof - looking up at the sky through a 2-shaped sunroof.
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Chase - watching a dramatic scene involving a man being chased through a 2-shaped portal.
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Seascape - waves run through a 2-shaped breakwater
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Zoetrope - a sci-fi scene viewed through the windows of a zoetrope.
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Viewers can also create their own versions - citizen idents - of the new 91Èȱ¬ Two look by downloading the 2 template from the channel website - bbc.co.uk/bbctwo.
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The template will be available from 28 February, when the transition to the new look website is complete, and the best ones will be posted on the site.
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And a specially created wall chart will be available from 18 February celebrating some of the most memorable 91Èȱ¬ Two idents.
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James Pestell, Head of Marketing for 91Èȱ¬ Two, says: "AMV has delivered a really clear, simple creative idea with endless possibilities.
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"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.
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"We were keen to keep the clever, witty and mischievous personality of the 2 but move it into a whole new space.
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"The new channel identity reflects the way that the brand has evolved over the last five years.
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"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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Paul Brazier, Creative Director at Abbott Mead Vickers BBDO, says: "Six months ago an advertising agency pitched against three brand identity specialists to create something the nation will enjoy for years to come.
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"You're about to see the fruits of our labour and I'm really proud of the work."
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Andy Bryant, Director, Creative at Red Bee Media, says: "This project has been a classic Red Bee collaboration, working closely with the 91Èȱ¬ Two team and AMV to bring to life an ambitious idea and to transform 91Èȱ¬ Two's identity, both on-screen and online."
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The Art Director is Rob Oliver and the writer is Chris Bardsley, both from Abbott Mead Vickers BBDO.
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The producer of the idents is Red Bee Media's John Golley and the directors were Joanna Bailey, Michael Geoghegan, Marky, Ian Cross and Stuart Hilton.
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On-screen presentation has been developed by Paul Mitchell, Chief Designer, Red Bee Media. Lisa Rathband at Red Bee Media is the producer of the on-screen presentation.
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Music has been composed by Vince Pope from Beetroot. Animation was by Picasso Pictures.
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Notes to Editors
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DVDs of the seven themed idents are available for the media.
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