BBC ONE have unveiled a new on-screen identity for the channel based around the symbol of a circle.
The new logo features a larger ‘one’ with the BBC branding seemingly taking second place to the channel number.
Launching the new idents Peter Fincham, Controller, BBC ONE, said: "e;In an increasingly competitive marketplace a channel needs to stand out from the crowd and I believe our new identity is just what’s needed for BBC ONE."e;
"e;The circle, which is at the heart of this campaign, has been familiar to BBC ONE viewers over the years, but what we’ve got here is modern, forward looking and surprising."e;
The new identity will air from Saturday 7 October 2006 and features music composed by Imran Hanif. It was created by Red Bee Media.
There will be 8 variants Surfer, Football, Moon, Bikes, Ring a Roses, Windows, Kites (above) and Hippos.