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A radical departure from corporate tradition, reinventing a British broadcasting icon by transforming the negative space of the "2" into a living, breathing canvas of pure motion and light.
The challenge was restraint. By stripping away the literal numeral, the focus shifted entirely to the behavior of the arc. We utilized sophisticated fluid dynamics and light-refraction techniques to ensure the "2" was felt through its material weight and environmental interaction.
By focusing on the negative space, we allowed the brand to become a vessel for mood and atmosphere rather than just a static identifier.
To achieve this level of haptic realism, we leaned into high-end procedural workflows. Leveraging Houdini for complex particle simulations and Cinema 4D paired with OctaneRender, we meticulously sculpted how light breaks across the curve's edge.
Custom light-transport algorithms were utilized to ensure every loop felt like a tangible physical event rather than a standard render.
Each ident explores a distinct emotional state—from "Gripping" to "Eclectic"—expressed through hyper-tactile textures that blur the line between digital craft and physical reality.
Kenneth Robin treated the curve as a physical vessel, creating a visual language where the brand identity is defined by its reaction to virtual forces, gravity, and light.
The rebrand centers on how the iconic arc interacts with its environment. Whether it's the ripple of a fluid simulation or the shimmer of a particle field, the "2" remains the anchor of every composition.
The result is a sophisticated, ever-evolving identity that mirrors the diverse and high-fidelity nature of the BBC’s modern programming.
Client - BBC2
Creative Director - Kenneth Robin
