YOU SAW THE WHOLE OF THE MOON [470]

[Update: A big thank you to the digital artist Dave Jeffery [https://www.kecskebak.hu/], whose work in creating and recreating channel idents has been used on screen by the BBC and Big Centre TV, for contacting me via Mastodon to confirm that Meridian’s logo was designed by Ian Carley, the company’s head of design. The original article is below.]

The half-sun, half-moon face used as a logo by Meridian Broadcasting has remained lodged in my mind long after it disappeared from TV screens, but I have never considered why it was used to represent independent television in the south and south-east of England – my hunch is that it doesn’t matter at all.

Back when ITV was the name of a network of regional TV channels, mostly named for the area on which they were broadcast – Thames, Tyne Tees, Anglia, Scottish, London Weekend Television and so on – Meridian replaced TVS (Television South), providing programmes in its area of the UK from 1993. It is still broadcasting, but in the procession of takeovers and mergers of ITV companies that began when Meridian bought Anglia in 1994, Meridian’s distinctive logo and name were usurped by a national “ITV” identity from 2002, the name living on as “ITV News Meridian”, the name of their regional bulletins.

This does not explain the choosing of its symbol, from a designer whose name I could not find, here picked out in high-contrast red, yellow and purple, initially in idents on a halved yellow and blue background. The sun-moon face is centuries old, borne of opposing forces, of duality, and of accepting this as a nature of being, from good and bad, to life and death, and femininity and masculinity. It was seen as decoration on old naval navigational tools, like compasses and sextants, fitting in with the brief of serving an area of the UK steeped in maritime and naval tradition like Portsmouth, Southampton, Cowes and Chatham, but means precisely nothing if you are also broadcasting inland to the likes of Salisbury, Reading and Oxford.

The name “Meridian” is more confusing than expected: it comes from the Latin “meridionalis”, meaning “of the south”, but it makes me think of London, and the Greenwich Meridian - this use came from the Latin “meridies”, for “midday”. When the consortium that owned Meridian bid, in 1991, to represent the ITV network in the south and south-east of England, they also bid for the London area, most likely using the same name and logo. Perhaps the intention was, just “Granada” came to symbolise Manchester and the north-west of England as much as that region of Spain, Meridian will do the same for the south, once it appears often enough. This expectation did not happen so much for Carlton, like Granada a pre-existing company with a pre-existing name, which eventually won the London licence.

The website TVArk has a quote from a J Dallas, creative director at Meridian, talking in 1999 about the replacement of their original bombastic and orchestral idents with something a lot calmer and more purple: “The idea was they thought the Company had become established and the computer graphics for the original ident looked old fashioned. The problem with the logo is it looks stuck on to something whatever you do with it.” Meanwhile, the wonderful book “Branding for Television With Knobs On” by Martin Lambie-Nairn, designer of the Channel 4 logo, noted that Meridian executives took offense at being told their production and marketing wasn’t connected by a unifying strategy and brief, its “marketing tree” being disparate twigs growing from the ground, unable to take advantage of the fact the TV channel itself, branding and all, is as much a product as the programmes by themselves.

The Meridian logo appeared everywhere: before every programme, at the end of programmes made or commissioned by them, in flashes before each advertisement break began, and in a bizarre tie-in with Southern Ford Dealers, where you could buy the Ford Fiesta Meridian special edition car – I really saw a TV broadcaster’s logo plastered on cars that private citizens chose to buy with their own money.

Meridian’s legacy was in children’s programmes like “Wizadora”, “ZZZap!” and “It’s a Mystery”, alongside dramas “The Ruth Rendell Mysteries” and “Hornblower”, and the documentary series “Monkey Business”. However, its logo was used so prominently between 1993 and 2002 that its legacy is what remains for me - it is visually striking, but it only represents itself, not what Meridian was, or continues to be.

BOYS ALWAYS WORK IT OUT [469]

“Oblique Strategies” is a set of cards, introduced in 1975 by artists Brian Eno and Peter Schmidt, designed to promote lateral thinking when breaking creative blocks. I knew about them from Eno’s collaboration with David Bowie, sparking and informing decisions made on Bowie’s albums “Heroes” (1977) and “Lodger” (1979).

My sister Layla Spence, writer and artist of the online comic “Ill Fame”, owns a pack of these cards, saying she has used them when a second opinion might be needed, and thought I could use them in my writing. 

You don’t reach the four hundred and sixty-ninth article in a series without having deployed some lateral thinking along the way, but I didn’t know if I should use the cards to spur an idea, or to apply them to something I had already prepared. Upon cutting the cards, the first one read “What wouldn’t you do?”, so my answer was to be led by the cards this time around, forcing me to be creative about my creativity.

“What mistakes did you make last time?” I think my last article about Toys “R” Us opening concessions in branches of WHSmith was a little overblown. Visiting a local branch that stated it was “now open” amounted to a further statue of Geoffrey the Giraffe, and shelves of toys to one side. No space for traditional WHSmith product lines stationery was really lost – if anything, it looked tidier than usual. I always visit that branch when I am in town, and I was facing the prospect of losing some of the reason I go there – as it turned out, I needn’t have worried.

“Do nothing for as long as possible.” Your baseline may vary - living authentically as yourself is politically charged in the sight of the wrong people. Meanwhile, I don’t write to intervene - I don’t need the hassle. I observe, I write, I continue looking. “Nothing” is subjective.

“Abandon normal instruments.” I will switch to making videos someday.

“Who should be doing this job? How would they do it?” There is no vacancy here, but if you can honour your obligation to explore your intrigue every week, while trying to articulate that in an approachable way while never having a set formula for how that will be done each time, then you may be in with a chance... to do it for yourself on your own site.

“Trust in the you of now.” Don’t give yourself enough time to decipher or question your methods. Ritual leads the way. Deadline is style. You are in there somewhere.

“Don’t break the silence.” I drew this card just after watching a YouTube video about a Nintendo GameBoy clone that I want to buy, which I watched to give myself a rest for a moment – I am purposefully thinking of buying myself a worthwhile distraction that forces concentration. I listen to the music or have a TV on in the background all the time. I only do “silence” when I am asleep, and even then, my TV must remain on as I fall asleep. I can be “still”, but not “silent”.

“Do we need holes?” What did you have in mind?

“Abandon normal instruments.” I just drew the card that inspired David Bowie’s song “Boys Keep Swinging”. The plan was already to emulate a garage band by having Bowie’s band playing each other’s instruments – the simple drums are by guitarist Carlos Alomar – and the card seems to imply they were on the right track. Also, “abandon normal instruments” for a song about gender identity? [Yes, I was thinking so hard I didn’t realise I drew the same card twice.]

“Distorting time.” This may have been my plan all along – whatever that is, I’ll never tell, because I don’t actually know.