The idents look to complement the channel’s newly designed on-screen presentation, and are ‘tonally themed’ around the channels key out-put – comedy, entertainment and factual – according to the channel.
Red Bee also led the last rebrand of the channel.
Zai Bennett, BBC Three controller, says, ‘This is the first time that we’ve updated BBC Three’s idents in over five years and it feels like the right moment to inject fresh energy into the channel to match our strong new programming slate this autumn.’
In creating the new idents, Red Bee used video mapping to project music-driven animations onto a physical structure in which the BBC Three logo is discovered.
BBC Three head of marketing Louise Holmes says, ‘BBC Three is probably the most important youth brand for the BBC, and that connection means we have to stay fresh and keep past with demands and changing needs.
‘We felt we had to breathe new life into it, and move away from the world idents and try and create a slightly more classy, sophisticated, cooler, younger look across all aspects.’
She adds, ‘We’re trying to draw all the previous content together in a more stylised palette. In these idents there are flashes and injections of colour’.
The channel’s social media platforms have also been overhauled to reflect the idents’ new look. All the work launches this week.