The BBC has revealed a series of new logos after audiences claimed that the previous look was “old fashioned and out of date”.
As well as a new BBC logo, the broadcaster has updated the identities of services such as iPlayer and BBC Sounds as well as its channels. The rebrand rolls out from today, though there will be further changes over the coming months.
BBC chief customer officer Kerris Bright explains that the design updates are in line with the changing content and platforms offered by the broadcaster.
“How the BBC provides its services has changed dramatically in the last 20 years and it has been a long time since we updated the look and feel of the BBC,” she says.
The work is a collaboration between the BBC’s in-house teams and Wolff Olins, the BBC told Design Week. UX development for iPlayer and BBC Sounds was done in house.
Moving towards a “modern BBC”
Bright adds that audiences believed the former look was “out of date” and that viewers want a “modern BBC that is easier to use and navigate to find the content they love and enjoy”.
The new BBC logo was revealed earlier this year, and uses the BBC-owned font Reith, named after the BBC’s founder John Reith. The letters have been kerned so they sit wider apart. The redesign replaced the previous logo, which used Gill Sans.
BBC One, Two and Four all incorporate the new logo while Bright adds that the “junctions between TV programmes will use updated designs, with simplified navigation menus, and promotional content”.
In a video displaying these junctions, the logos and icons animate alongside idents.
“Join the dots between the different bits of the BBC”
Services such as iPlayer, BBC Sounds, News, Weather, Sport and Bitesize now have a new look comprising simple graphic shapes. These all features three differently configured blocks in various colour combinations.
For example, streaming platform iPlayer’s logo features three blocks in a triangular ‘play’ formation in shades of pink. The blue blocks for BBC Weather’s icon resemble the rain symbol in weather reports.
This is an attempt to “join the dots between the different bits of the BBC through simplified layouts and graphics”, Bright says. iPlayer and Sounds will change first, while News, Weather, Sport and Bitesize will follow after that, she explains.
As the content of digital services is changing, “it makes sense to modernise” these platforms as well, Bright adds. These updated colours, logos and graphics aim to “identify each service and help improve navigation between them”, she says.
Services on TV, online and mobile will be updated throughout all nations, including BBC Scotland and BBC Alba.
The design update is ongoing, according to Bright, who explains that there will be more changes to the applications over the next six months as they are rolled out across channels. “It will be unmistakably BBC,” she says.
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