COW (Computer Originated World) ident generator

COW (Computer Originated World) unit for generating a spinning globe onscreen identity for BBC One, 1985-1991.

The spinning globe was the recognisable on-air symbol of BBC tv, later BBC One from 1963. Originally mechanical models, the last iteration, filmed sequences of a globe shaped hot air balloon, was replaced in 2002.

This unit produced a computer generated model of a translucent blue globe with gold continents above gold BBC 1 lettering, designed by veteran BBC Graphic Designer Oliver Elmes. The logo was introduced on 18 February 1985 to coincide with schedule changes made to the channel.

COW was the first computer generated BBC One ident. The animation was generated electronically directly into the broadcast signal by this unit, rather than captured first on film or tape. A switch on the front labelled Ceefax adds ‘Ceefax 888’ text to the image to alert viewers to the availability of subtitles. Units were issued regionally with customised text made for each region.

Inside the COW unit the animation data is stored on memory cards with the blue disc and background separate to the 600 frames of animation for the gold shell. The graphic is anti-aliased which ensured smooth edges over the pixellated images of earlier computer generated graphics.