When Richard Hammond needed a brand identity for his new television production company, Hamster's Wheel Productions, we were delighted to be asked to create a logo for his exciting, new venture. Richard wanted to have the feel of a drawing doodled on the back of a schoolbook; so we took this seed of an idea and created a fun, vibrant and memorable logo which has been very well received within the broadcast industry. The identity sees an illustration of a hamster's wheel acting as a dynamo to power a television, representing the company's role in producing television programmes. The logo was first unveiled as an on-screen identity for the BBC co-production Richard Hammond's Blast Lab, a childrens' science-based game show airing on BBC 2.

On delivery of the new brand, Richard Hammond said "I'm really pleased with our new logo; it's fun, original and perfectly represents who we are as a TV production company. Working with Fluid Design Studio gave us the creativity and personal service we wanted."