BBC MediaArc has created the identity for BBC Learning, an international education channel launching on 18 June, following a three-way pitch.
BBC MediaArc, a BBC-owned subsidiary responsible for generating its own revenue, won the work via an unpaid strategic and creative pitch involving Lambie-Nairn and Ortmans Young International.
BBC Learning is part of BBC Worldwide and will only be available outside the UK. It will deliver broad education content to schools and adults across a range of cultures and will sit on international platform BBC Prime.
The identity will be applied across all media including on-line graphics, print-related material, such as fact sheets and teaching and learning aids, and on-screen.
BBC MediaArc has created a character that is used as an animated navigator on-screen and also forms the identity marque.
BBC MediaArc is also in the process of designing identities for Learning’s three sub-brands, Higher Education, English Languages and a third, unnamed brand. No launch date has been set for these.
“We were briefed to come up with a design for BBC Learning and its subbrands that felt invigorating and inspirational, showing that learning wasn’t a dry experience,” according to BBC Media-Arc design director Paula Williams. “It was quite a difficult brief because we had to create an identity that wasn’t race or gender specific.”
The BBC refuses to disclose the budget for the project.
BBC MediaArc aims to increase its revenue from external clients. Currently, about 60 per cent of its income is generated from the BBC, but it wants to reverse that trend within three years.