Red Bee Media has designed a new logo for BBC Three, which sees the word “three” replaced with a symbol.
The entire BBC brand has been repositioned with a new logo, idents and animations all underpinned by three principals – “make me think”, “make me laugh” and “give me a voice”.
In a move seemingly aimed at heading off any potential criticism of the new logo, BBC Three has released a spoof video showing the logo’s development, which references satirical TV series W1A.
In the comedy series, creative agency Perfect Curve proposed a rebrand for the BBC, which would see the letters B, B and C removed.
BBC Three head of marketing Nikki Carr says: “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] 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 pallete. This visual identity will underpin what we do in the future.”
Carr adds: “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 – “It looks like Adidas”, “it looks like a “hamburger menu icon,” “it doesn’t even say three”, “are they Roman numerals” – 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, according to Carr, who says the new design will work just as well on an app as a TV screen.
The rebrand is rolling out across social channels today and on-screen tonight from 7pm. In February BBC Three will become an online only channel.