BBC Three, the digital “youth” channel, is axing its “blobs” brand icons in a bid to relaunch as a multi-platform channel brand and reconnect with its target audience. The channel will also become the corporation’s only non-news property to simulcast on the internet.
The new brand identity has been created by Red Bee Media and will be rolled out from this week. BBC Three is also relaunching its website and is calling on viewers to send in clips of themselves introducing programmes and talking about the channel as it attempts to cash in on the popularity of user generated content (UGC) and social media.
The clips will be used in place of continuity announcements. The new logo shows the BBC Three moniker in hues of pink or purple, and joined to lines, representing how the brand is “connected”.
Red Bee Media says the new brand identity positions the channel as a “multiplatform entertainment hub for the young”. The refresh is the first major change since BBC Three relaunched from BBC Choice five years ago.
It coincides with a new season of programmes on the channel, including a Lily Allen-fronted show and Upstaged, a reality talent format that will debut online before transferring to BBC Three.
The launch strategy involves a teaser campaign for the channel in advance of the rebrand and a “be on TV” space on the its website.
Red Bee Media was appointed to work on the project last year. Other agencies involved on the relaunch, co-ordinated by BBC Three head of marketing Reemah Sakaan, include BBC roster agencies MPG and Agency Republic.