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BBC Three combat new logo criticism with satirical comedy

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Red Bee Media has designed a new logo for BBC Three, which has replaced the word “Three” with a more direct and confrontational symbol, which underlines the channel's vibrant, youth-focused content. The entire brand has been repositioned with a new logo, idents and animations, all underpinned by the three principals that define the channel; “Make me think”, “Make me laugh” and “Give me a voice.” These are all bold statements that demanded a bold identity, and is there really anything bolder than a few incredibly colourful exclamation marks!?

Red Bee Media designed a new logo for BBC Three, which replaces the word with a symbol

Of course, the actual logo itself (whilst undeniably snazzy) is pretty simple (to say the least), so in a bold move seemingly aimed at heading off any potential criticism, BBC Three has also released a spoof video showing the logo’s development, which references the brilliant recent satirical TV series W1A, which everyone who has ever worked in media should watch NOW. In the comedy series, fake creative agency Perfect Curve proposed a rebrand for the BBC, which would see the letters B, B and C removed. You could say it was written in the stars. This pre-emptive strike hasn't stopped the internet from reacting to the new logo though, with Twitter especially giving the logo a damn good kicking. To further combat the criticism, the BBC Three social media team also broke out a series of GIFS, engaging with some commenters. A bold move.

BBC Three has also released a spoof video showing the logo’s development, which references the brilliant recent satirical TV series W1A

BBC Three head of marketing Nikki Carr, said: “Thanks to W1A we’re cursed at the BBC when it comes to marketing and I don’t want to come across all Siobhan Sharpe (fictional head of Perfect Curve played by Jessica Hynes) but forgive me some lingo. The visual identity brings new BBC Three together; a new logo, new idents, new animations and new on screen presentation, all with a new colour palette.

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The old identity

This visual identity will underpin what we do in the future. What is most striking is the new logo and the fact it doesn’t actually say Three. It’s easy to belittle the importance a logo has in supporting a brand, and I’m sure the usual critics will have their say, but if I’m being honest I’m not worried. Some people are resistant to change and we wanted to be bold and create something that looks forward and will be around for years to come.”

The old logo was in place for eight years and was failing to work across digital platforms

The old logo was in place for eight years and was failing to work across digital platforms, according to Carr, who says the new design will work just as well on an app as a TV screen, which is apt considering the channels upcoming fate. The rebrand is rolling out across social channels and on-screen this week, and arrives just a month before BBC Three becomes an online only channel on February 16. So long late night Family Guy bingeing!

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The new logo

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