Rebrand selected for Creative Review Annual 2010. Idents can be viewed here.
The brief asked for a complete overhall of the channels dated identity. Using "Transport", a typeface developed in the 1950s for the UK motorway signs by Margeret Calvert & Jock Kinneir, we created a series of idents, inspired by different engine sounds: from a Lambretta scooter to a Ferrari F50, and a Harley Davidson to a Spitfire plane. We enlisted expert Tim Scott, a car and bike collector, as audio consultant on the project to source and record the engine sounds.

We split the letterforms of the logo to create modular components of graphic shapes, which are deconstructed and reformed - a process we thought would resonate with the petrol headed fans of the channel.

Me: Art Director
Kam Bhogal: Creative Lead
Callum Parish: Designer/Animator
Animators: Cassiano Prado, Luc Janin, Pete Aldridge


New logo



Old logo


Stills taken from channel idents