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A new optimistic channel from the BBC for Scandinavia, a place of contrasts, of dark and light - this is 'The Bright Side'.

Our strategy for BBC Nordic / Nordic+ is built on insights from our Scandinavian audience and their culture and the channel programming. Conceived to capture the multi-faceted nature of the channel, the brand idea ‘The Bright Side’ conveys intelligence, wit and contrast.

Deeply rooted in strategy, the brand identity and on-air package reflects the brand idea and accompanying brand pillars.

The principles: ‘Bright Entertainment’, highlighting the channel's spark and optimism. ‘Warm Connections’ to celebrate the affinity that exists between the UK and Scandinavia. ‘Illuminating Moments’ to foreground the enlightening documentaries our audiences love. ‘Cultivating Contrasts’, as contrasts accentuate the emotional appeal of BBC Nordic's spectrum of programming - this is also neatly suggestive of the principle that where there is brightness, there is darkness too, speaking to the seasonal extremes of the region.

As we developed the strategy and identity for BBC Nordic, when coming to the idents we aimed to create a set of 5 films that felt unified but also unique in their own right. We used the brand principles above as jumping off points for 4 of the idents, and the over-arching brand idea ‘The Bright Side’ and the brand palette as the brief for the fifth ‘generic ident’. Employing the core brand device 'prism edge’ as a consistent thread through all, which embodied different themes via its behaviour and motion.

Sarah Johnson, Lead Creative at BBC Studios Creative EMEA:

“BBC Studios have worked closely with the team at weareseventeen to bring BBC Nordic and BBC Nordic+ to life. Using our audience insight driven Creative approach, coupled with weareseventeen’s strong design expertise, together we’ve built a bright, warm and inviting brand identity across all platforms. We are delighted that it’s visually striking and reflects the full spectrum of content now available to our audience across the Nordics”.