File:BBC One Capoeira.jpg

In more detail: fair use is claimed for the History of BBC television idents article because:


 * The very topic of the article is the BBC's on-screen identification. Showing the most significant images in the development of that identification directly adds to reader understanding of that topic.  An example of the "rhythm and movement" idents is valuable in such a survey, because as the second to most recent suite of idents they are likely to be very familiar to most U.K. readers; and because, of the "filmic" idents, they significantly contrast with the balloon idents which went before them (although the dominant red colour is preserved), against which contrast the current "circle" idents arguably represent a pendulum-swing return to the historic trend of idents with a circular motif. Including this image therefore helps to add usefully to readers' understanding and appreciation of the sequence, providing understanding of the topic which is additional and cumulative to that provided by the other images, as required by NFCC#8 and NFCC#3a, comfortably in proportion to the (rather limited) copyright taking use here represents given that the image was created for the very purpose of widespread use and visual recognition.

Placement
 * The image is used in a gallery format, which as WP:NFC makes clear is usually deprecated. However, as policy then states, the question is to be considered on a case-by-case basis.  WP:IUP makes clear that this is to support the real concern, which is their proper use in the context of an article (as part of criticism or analysis) -- which as argued above, these images do comply with.  In this case, the images immediately follow the section directly discussing them; and placing them together helps the reader better appreciate both the development and also the elements of continuity in the BBC's branding.  It is therefore submitted that in this case the gallery format is appropriate, and should not be held to contravene NFCC#6.

Additionally,
 * by its very nature, there is no free alternative available.
 * the image was created to aid identification of the underlying brand; use here complements that purpose, it is no way conflicts with it.
 * use here does not detract from the value of the image, or the copyright holder's continued use and enjoyment of it.
 * the image is provided at a low resolution appropriate for an encyclopedia article, inappropriate for commercial re-printing or piracy.