The Television Symbol: A Pioneer of On-Air Branding
The Television Symbol, a seemingly simple graphic, represents a pivotal moment in branding history. Before the advent of television, branding was relatively unsophisticated, relying on basic graphic devices to suggest a company’s business. The arrival of television in the UK presented a unique challenge and opportunity for graphic designers.
The Birth of a New Design Discipline
With the rise of commercial television, the BBC recognized the need to establish a distinct visual identity. This marked the beginning of a new era in graphic design – the creation of on-air television symbols. In the 1950s, the BBC commissioned Abram Games, a renowned graphic designer, to create the first-ever television symbol, a groundbreaking move that would shape the future of television branding.
The “Bat’s Wings” Takes Flight
Games’ creation, often referred to as the “bat’s wings,” officially known as the “Television Symbol,” debuted on December 2nd, 1953. This innovative design replaced the random use of the BBC Crest and test cards between programs. The BBC’s decision to pioneer this new approach to on-air identity inadvertently established a whole new field of graphic design. The success of the Festival of Britain, with its consistent and innovative branding by Games, significantly influenced the BBC’s decision to commission him.
The BBC logo mechanical model next to its designer
Abram Games with the Television Symbol model. ©The Games Estate, used with kind permission.
Abram Games: A Master of Graphic Design
In the early 1950s, branding was still in its infancy. Advertising poster designers were among the most knowledgeable in this field. Abram Games, a leading poster artist of the 20th century, was a natural choice for the BBC commission. His extensive experience designing posters for various industries, including oil companies, building societies, and government propaganda during World War II, made him uniquely qualified for this task. Games’ iconic logo for the Festival of Britain, blending tradition with modern design, solidified his reputation and led to the BBC commission.
Deconstructing the Television Symbol
Games spent over two years developing the television symbol, contemplating the significance of television as a new medium. He questioned what television stood for in a time when its social impact was still unclear. His daughter, Naomi, recalls that his creative process often involved sketching ideas on public transport, where he could concentrate without distractions.
Abram Games’ sketches for the Television Symbol. ©The Games Estate, used with kind permission.
From Sketches to a Moving Model
Games’ initial designs were simple sketches, limited by the constraints of Britain’s low-definition 405-line television system. Through testing at the BBC’s Lime Grove studios, he determined that arcs and circles worked best. His concept evolved to represent television as a world medium, with the central sphere symbolizing the globe and radiating light and signals. He incorporated the idea of light waves and an all-seeing eye, representing the receiving element of television. Games envisioned a moving symbol, with rotating elements to add dynamism.
Bringing the Symbol to Life
After receiving approval from the BBC, Games collaborated with sculptor and model maker J.F. ‘Johnny’ Johnson to create a physical, moving model. The final model, constructed from brass, wood, and wire, featured a motor that drove its rotating elements and incorporated lighting effects to create a three-dimensional appearance. Filming the symbol was a painstaking process, but the result was a success. The BBC described the symbol as representing vision, electrical forces, and the creative possibilities of television broadcasting.
Public Reaction and Legacy
The public’s response to the television symbol was mixed, with many expressing negative opinions. However, Games embraced the controversy, believing that a good design should be noticed and commented upon, regardless of whether it is liked. The television symbol remained in use for eight years, solidifying its place in television history. The symbol’s creation marked a turning point in branding and graphic design, demonstrating the power of visual identity in the new age of television.
