BBC THREE
BRAND IDENTITY & DESIGN SYSTEM
BBC
Complete reimagination and redesign of the popular youth channel to move it from traditional terrestrial TV to its new home in the digital world. The concept centred around making BBC Three an entertainment hub bringing to life the channel propositions of “Makes Me Laugh, Makes Me Think” in a way that would allow the brand to exist across a multitude of platforms and devices.
The INSIGHT
BBC Three was moving from the safety of a dedicated TV home to full time residence in the ‘wild west’ of the digital world. The more a brand lives in the atomised digital universe, the less amount of ‘pure brand space’ it has.
The challenge with truly social video is that the more successful a brand, the more it is shared. The more it is shared, the more the brand drops away.
SCAMPS
Rough sketch explorations
A BIG PLAY FOR THE SMALL SCREEN
The design started from the smallest possible place and built out from there. If the brand was to succeed in a social video world, then it needed to work hard as a YouTube thumbnail and on the smallest screens.
The new logo acted as a ‘stamp’ - something that would bond to the content, then get out of the way.
