BBC One 'Lens' idents

The BBC One 'Lens' idents are a set of on-screen channel identities used on BBC One; soft launched with the channel's Christmas presentation in December 2021, and officially launched on from 1 April 2022, replacing the 'Oneness' idents.[1] The identity was developed by BBC Creative and branding agency ManvsMachine.[2] They were introduced at 7pm, leading into The One Show. This is the first time BBC One launched the new idents in the evening since launch of Noddy ident on 1963 and Computer Originated World (COW) ident on 18 February 1985.

The Hall – Showtime ident

ManvsMachine said the idents are designed to capture "British life through multiple lenses".[2]

Components of look

Each ident features a large community space, being utilised for a variety of different purposes. The idents present these spaces by slowly rotating around the image, with a circular, lens effect showing parts of the space being used for different events, during different times of day, and in different configurations. Each location has a set of three idents each, with the other two idents in the set being used within the lens. As with the past 'Circle' idents, the lens device pays homage to BBC One's historical use of a globe as part of its on-screen presentation through the early-2000's.[3] The music of the idents were produced by Resonate, a sound design agency in London.

The idents were originally intended to launch in October 2021 alongside the introduction of the new BBC logo, but the launch was delayed to April 2022; the remainder of the presentation package associated with the idents was launched with the new logo, but the channel continued to use a repackaged version of the existing 'Oneness' idents until 1 April 2022.[4]

Idents

Regular idents
Title[5]Air datesDescription
Warehouse – Skateboarding1 April 2022 – presentA group of people skateboard in an empty warehouse. The lens rotates to reveal a figure drawing class & a rave. This was the first ident of the new look to be used at 7pm on 1 April 2022.
Warehouse – Rave1 April 2022 – presentA group of people rave in an empty warehouse. The lens rotates to reveal a figure drawing class & a group of skateboarders.
Warehouse – Drawing2 April 2022 – presentA person lays on a bench in a figure drawing class, with people painting the person. The lens rotates to reveal a group of skateboarders & a group of ravers.
Hall – Trampoline1 April 2022 – presentA group of people bounce on trampolines in a hall. The lens rotates to reveal a prenatal class & a group of people preparing for an event.
Hall – Showtime1 April 2022 – presentA group of people prepare for an event, lifting a disco ball towards the ceiling, and testing lights. The lens rotates to reveal a prenatal class and a group of people bouncing on a trampoline.
Hall – NCT1 April 2022 – presentA prenatal class by the National Childbirth Trust. The lens rotates to reveal a group of people bouncing on a trampoline & a group of people preparing for an event.
Farmland – Festival1 April 2022 – presentA campsite at a festival. The lens rotates to reveal ramblers in stormy weather & sheep running across a field.
Farmland – Ramblers3 April 2022 – presentRamblers in stormy weather. The lens rotates to reveal a campsite at a festival & sheep running across a field.
Farmland – Livestock2 April 2022 – presentSheep run across a field. The lens rotates to reveal ramblers in stormy weather & a campsite at a festival.
Market – Calm2 April 2022 – presentA bridge underpass. The lens rotates to reveal a market taking place at the underpass & the aftermath of the market.
Market – Hustle1 April 2022 – presentA market by a bridge underpass. The lens rotates to reveal the aftermath of the market & the same location, empty.
Market – Aftermath1 April 2022 – presentThe aftermath of the earlier market, with people cleaning up the street. The lens rotates to reveal the earlier market taking place at the underpass & the same location, empty.
Bench – Empty1 April 2022 – presentAn empty bench at night. The lens rotates to reveal a family sitting at the bench & a group of teenagers congregating at the bench.
Bench – Family2 April 2022 – presentA family sitting at a bench. The lens rotates to reveal a group of teenagers congregating at the bench & the same bench at night.
Bench – Teens2 April 2022 – presentA group of teenagers congregate at a bench. The lens rotates to reveal a family sitting at the bench & the same bench at night.
Sky – Daytime3 April 2022 – presentA shot of the day sky. The lens rotates to reveal the sky in the evening & at night.
Sky – Evening2 April 2022 – presentA shot of the evening sky. The lens rotates to reveal the sky in the daytime & at night.
Sky – Night1 April 2022 – presentA shot of the night sky. The lens rotates to reveal the sky in the daytime & in the evening.
Swimming Pool – Swim Squad20 April 2022 – presentA group of people swimming outdoors. The lens rotates to reveal a man dives into a pool where two women are sitting & a group of people partying in the pool.
Swimming Pool – Clowning Around21 April 2022 – presentA man dives into a pool where two women are sitting. The lens rotates to reveal a group of people swimming outdoors & a group of people partying in the pool.
Swimming Pool – Party24 April 2022 – presentA group people party in a pool. The lens rotates to reveal a group of people swimming outdoors & man dives into the pool where two women are sitting.

Christmas idents
TitleAir datesDescription
Shaun the Sheep: The Flight Before Christmas4 – 31 December 2021A set of idents themed around the Aardman Animations franchise Shaun the Sheep, promoting its new Christmas special. It consisted of three scenes panning around a Christmas tree being assembled by the sheep; the daytime version showing the tree being pulled up, but falling on one sheep's head due to the appearance of the farmer. Another is set during the evening, with the tree being dressed and pumped by Timmy on a bicycle. The last version is set at night, with the lights being turned on and the sheep bleating "Jingle Bells". Each ident also features a variation without the characters used to introduce news and other serious programmes.

Likely under the presumption that they would launch as originally scheduled in October 2021, the idents contain elements of the "Lens" idents, such as a rotating scene and multiple variations in the same location at different times of the day. The idents were used from the evening of 4 December 2021, through BBC One's New Year's Eve special on 31 December 2021, after which the repackaged Oneness idents were reinstated.

See also

References
  1. "You might notice something a bit different on @BBCOne from today". Twitter. Retrieved 1 April 2022.
  2. "We ticked a big one off the bucket list!". www.instagram.com. Retrieved 2 April 2022.
  3. "BBC One unveils new idents". RXTV info. 1 April 2022. Retrieved 2 April 2022.
  4. "BBC One (2022-Present)". TV Whirl. 1 April 2022. Retrieved 2 April 2022.
  5. "BBC One - The "Lens" collection - TV Home". tvhome.co.uk. Retrieved 3 April 2022.
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