The 40th anniversary of the COW (Computer-Originated World) globe saw it make an unexpected comeback.
A flashback sequence in EastEnders – which debuted the day after the iconic BBC1 ident – provided the perfect excuse to dust it off.
In modern terms, the introduction of the COW was a rebrand of BBC One. It came alongside major schedule changes designed to boost flagging ratings.
However it is worth remembering it was not commissioned for this purpose. It was the logical conclusion of a drive by Presentation over several years to replace models with computer graphics.
It was a major infrastructure project.
Solid state devices were built for the nations and regions. The fact their ident looked as good as network’s for the first time was a revelation.
We know the devices were all installed before Christmas 1984 ready for a January start but the COW’s introduction was delayed until the new look schedule began in February.
So given all this effort it is surprising that a few inconsistencies across the network crept in.
Most obviously, there was the issue of how to promote Ceefax subtitles.
The network COW had an elegant caption which could be switched on and off as required. It fitted the image beautifully.
But the nations were left to find their own solutions.
Their Astons promoting subtitles were inconsistent and sometimes looked clunky against the elegant ident.
Could a design solution not have been found to provide a bespoke solution for the nations?
While relatively few programmes were subtitled in 1985, the proportion quickly grew.
Then there is the question of the clock design?
Why did Cardiff and Glasgow have a clock with a blue centre dot, matching the design of the previous network clock and the BBC Two clock?
Network’s clock had the dot missing. This was also the case in Northern Ireland.
It may not be coincidental that Northern Ireland’s clock equipment was in use from the previous autumn and got updated once the new look was introduced.
Were Cardiff and Glasgow using an early design? And if so why was it not updated?
Or was the “error” with network and Northern Ireland?
Look closely at the BBC One Wales COW too.
The shading of the ‘1’ is slightly different to other versions?
Was this deliberate design? Or an error?
Given that the channel in Wales was still known as BBC Wales – not BBC One Wales – was consideration given to amending the design? The name did not change orally until around 1988.
Scotland had been using the name BBC Scotland since October 1983 but changed the name back to BBC One Scotland when the COW debuted.
Finally the way in which the nations modified programme slides was inconsistent. Did each nation just find its own way to amend the basic design?
It’s all fascinating.
The COW ident was a revelation. In many respects, it represents timeless elegance. A simple design which was beautifully executed using what was then cutting edge equipment.
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