BBC Two 'Personality' idents
The BBC Two Personality idents were a set of idents used on BBC Two from 19 November 2001 (the same day when ITV2 also launched a new look) until 18 February 2007. The idents were produced by the Lambie-Nairn branding agency, who had created the previous look. The idents feature an ivory sans serif white '2' in a yellow environment and performing a variety of tasks, and a purple boxed BBC Two logo. Conception. Throughout the 1990s, the programming of BBC Two was gradually evolving from factual programming to more light-hearted programming. As a  result, the channel's identity at the time was starting to appear alienated - some of the longer-running idents like 'Steam', 'Diary', 'Silk' and 'Copper Cut-Out' were retired at the end of 1999 to combat this, with newer, more appropriate idents like 'Catalyst', 'Excalibur', 'Kebab', 'Predator', 'Wave Day', 'Wave Night', and 'Woodpecker' being introduced as a replacement at the start of 2000. However, by 2001, the channel's programming had evolved to a point where it was primarily entertainment-based, and this was seen as completely incompatible with idents that had, at that point, been regularly airing for as  long as a decade. It was eventually decided that the channel's identity would need to be changed on a much larger scale in order to fit in with its evolved schedule; one that would equal the popularity of the previous identity, but also to be more light-hearted and appropriate to fit in with the channel's new programming. Martin Lambie-Nairn, the designer of the previous identity, was recalled to create an entirely new identity: the result was that the '2' from before was retained, but it was now anthropomorphised. It was also decided to alter the "BBC  TWO" logo that had been used previously - this was done by putting the logo in a box, with the BBC stacked on top of the TWO. This design would subsequently be replicated by the other BBC channels between 2002 and 2003. Idents. All of the idents were computer-generated and featured the '2' from before in a yellow environment, performing various anthropomorphic activities. The newly designed box logo for the channel would be located in the bottom right corner of the screen and would always remain there in both the idents and the presentation. A notable occlusion of the look  was that of the clock. When the channel rebranded, no clock design was made for the look. Idents continued the use of the 'Subtitles' DOG in the top right corner from the last look, but also included the BBC Two website URL as a DOG in the top left corner which was removed in 2004. Unlike the previous branding, neither the URL or the 'Subtitles' DOG would fade in. Special. BBC Two, for the first time, decided to reuse some of their previous Christmas idents in the years during this era, instead of a new, annual ident. The Christmas idents  are as follows: Near the end of the period, special idents were used to introduce special programmes. Another special ident was created in 2002, following the launch of BBC Four. This special variation of Logo involved the 2 rotating the box to display 'BBC Two' as normal, before rotating it again to display the BBC Four black box logo. This was used before the "BBC Four on BBC Two" strand. Two other variants were also produced of the ident. One included the BBC Three logo for their programming displayed on the channel, but this was rarely used because BBC One  repeated a lot of BBC Three's programming (the only known time this was used, was to introduce a simulcast of the first two hours of the launch) and the other had the BBC Three/Four logo replaced with the BBC 2W logo, which was shown in Wales only. Criticisms. The package has been praised for its creativity, but ultimately largely seen as inferior to its predecessors, mainly for a number of issues. The first of this was the fact that there is significantly less choice. At the time of the launch of the last look had 11 launch idents , as compared to four launch idents with the personality 2s. This was especially noticed by the announcers, and the network director apparently complained to anyone who would listen about the lack of choice. In addition to this, the similarities in style between each ident resulted in them becoming monotonous over time. A common criticism of the look was the lack of an appropriate ident to introduce serious programming or news items. The "Invisible Walls" and "Bounce Sombre" idents went some way towards rectifying this, however the bright yellow colour scheme diminished the effect of any serious outlook it was trying  to convey. Another common criticism of BBC Two itself is that, following the launch of BBC Four, BBC Two had been transferring arts and serious programming to the new channel which many viewers were unable to receive. This was rectified in the BBC Four on BBC Two strand, and to mark this distinction, a special ident was made. This problem was eventually solved completely with the advent of digital switchover.