Television companies create suites of idents rather than single idents to adapt their branding for different situations and events. BBC One's 2010 Christmas ident featured children in a snowy setting with festive music to convey a joyous holiday message. Channels can also change idents based on upcoming programs, like a science ident for documentaries or a dark blue ident for urban or football shows. While individual idents may differ, BBC One idents all share similarities like airing 15-20 seconds and featuring the circular BBC One logo.