BBC Two commissions more original programmes than any other terrestrial broadcaster. But when the content is so diverse, leaping from cookery, to science, to current affairs, to drama – the big question was how to create a single-minded idea. Working with the channel, we found the answer – BBC Two’s content is there to make you feel something, to get a reaction. It’s television that stimulates – emotions, thoughts, conversation. Whether that’s a hard-hitting documentary, a raucous comedy or a mind-blowing science programme. So rather than focusing on the organisation itself, we focused on its content and, from there, developed the creative idea: ‘Never Not Stimulating’. We then brought it to life in a visual identity that reflects the breadth of emotions you feel when watching BBC Two. A series of animations are matched to the mood, not the genre, of the programmes – like ‘intense’, ‘visceral’, ‘offbeat’ and ‘revelatory’.

All animations vary in style, texture and tone, but are created to a precise structure, each featuring the iconic curve of the numeral 2, which is consistently revealed every 7 seconds. To echo the diversity of the channel’s content, the animations were created through a series of collaborations with some of the best of British/international animation talent. In application, the mood animations are selected to reflect the spirit of content, and are featured seamlessly at the beginning and end of the programme trailers. The two curve acting as glue, connecting one mood to the next – transporting the viewer from one emotional state to another, and transforming the entire ad break into one long ident–to create the first unified viewing experience across content and channel branding.