Lambie-Nairn creates new BBC Good Food look with a “hidden smile”

BBC Good Food is marking its 25th birthday with a new logo and multi-platform brand refresh, designed by Lambie-Nairn.

BBC Good Food 25th birthday graphic
BBC Good Food 25th birthday graphic

According to Lambie-Nairn, this marks a shift that for the first time in the brand’s history sees all BBC Good Food activities and communications created and driven by a central team.

The new, unified look will be used across all touchpoints including the BBC Good Food magazine, website, social platforms, events and recipe books.

Lambie-Nairn’s new BBC Good Food logo places a “hidden smile” in the “G” of the brand name, looking to create a “fun, playful tone”, according to the consultancy.

“With an audience from all generations and all walks of life, the brand means something different to everyone”, says Lmabie-Nairn.

“To reflect this, [we] created an adaptable logo with universal appeal.”

BBC Good Food 25th birthday magazine cover
BBC Good Food 25th birthday magazine cover

The consultancy designed a set of BBC Good Food brand guidelines that it says aim “to give creative freedom to the different businesses under the BBC Good Food umbrella.”

“The simplicity of the logo design is both deceptive and part of its success”, says BBC Good Food brand creative director Elizabeth Galbraith.

“The new look brings a confident and contemporary visual purpose to our brand. The identity is fit for the multiple platform media demands in the development of the brand.”

Lambie-Nairn managing director Lisa Hill adds: “It was imperative that we future-proofed the brand and ensured that it will be fit for purpose for the next 20 years and beyond.”

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