BBC Earth is the umbrella brand for BBC Studios natural history and science content. It shares and celebrates the incredible wonders of our universe, taking you on a thrilling journey of discovery - from the smallest creature under the microscope to the limitless expanses of space. BBC Earth brings you face to face with heart pounding action, mind blowing ideas and the sheer wonder of this extraordinary planet we call home.
The new creative refresh, developed by the award-winning BBC Studios Creative team, reflects on some of the stunning content that has been created and broadcast globally including Blue Planet II, Frozen Planet II and The Green Planet, while looking ahead at future BBC landmark series Planet Earth III launching this Autumn.
This suite of brand-new logos and assets reference a circular device that captures spectacular content and amazing stories, representing the “Window to the World” and transporting viewers out of their surroundings into realms of infinite wonder.
To learn more, we spoke to Nick Meikle. Executive Creative Director at BBC Studios.
What was the brief for the rebrand?
To refresh the look and feel and unify the visual language of the brand across all touch points. To help BBC Earth deliver cut through in local markets and support on the overarching ambition to be world leaders in factual content.
How did the initial pitch/brainstorming phase go?
We did more prep work on this project than similar briefs. The brand had grown significantly and organically over the 7 years since its initial launch. It was important to understand all the moving parts, so we could move into the creative development phase with a full view.
Describe the purpose of the brand and its target audience
BBC Earth is the global umbrella brand for our natural history and science content which audiences engage with across multiple platforms, including branded channels, live events, digital and social media, gaming, AR/VR, theatrical releases and consumer products.
From the epic to the everyday, BBC Earth brings people face to face with heart-pounding action, mind-blowing ideas and the sheer wonder of being part of this amazing planet.
What was your thinking behind the rebranding solution?
The core brand idea is a “Window to the World”. A circular window that represents the earth and the infinite wonder it has to offer.
It is a visual mechanic that seeks to relentlessly discover immersive moments, bringing spectacular stories into the homes of our audience, creating an emotional connection to our planet, and connecting them to the world at large.
Did you learn anything new during the project?
Reaffirmed trusting your instincts in the creative process. Always a valuable lesson to be reminded of even though at the time its doesn’t feel like it.
What was the biggest challenge? How did you overcome it?
The biggest challenge was how to harness the biggest asset of the brand - its incredible content and the range of stories it can tell. To then design a system that integrates and elevates this core value across the range of brand activity.
What kit/tools/software were used to create it?
The full suite of create tools were used - Photoshop, Illustrator, After Effects, Premier, C4D as well as key organizational tools - Keynote and Miro.
What details are you most proud of any why?
That we created a design solution that is true to the brand.
What visual influences fuelled your solution?
The inspiring, mind blowing and spectacular worlds of BBC Earth
What do you hope it achieves for the brand?
Builds a stronger and deeper connection with the current audience as well as connects with new audiences globally.
What would you do differently if you could do it over again?
It’s a difficult question, as much as it would be desirable to eliminate the hard parts. I’m proud of the creative solution the team achieved, which is ultimately the product of the project’s life cycle - the multiple micro and macro decisions and directions taken over the course of the creative process.
Credit list for the work?
ECD – Nick Meikle
Creative Director – Sarah Gerona
Creative Director - Martin Duhovic
Head of Creative – Laura Whittell
Head of Creative – Johanna Ridsdale
Design Director – Jayne Robinson
Lead Designer – Paul Sparks
Designer – Jon Averill
Designer – Tim Douglas
Lead Motion Designer – Tiago Higgs
Motion Designer – Sam Harvey
Motion Designer/Roto artist – David Whatley
Digital Designer – James Vrakettas
Creative – Matt Whitworth
Picture researcher – Farad Painchun
Producer – Rosie Davenport
Producer – Clayre Gribben
Music – Bleeding Fingers
