The BBC is about to scrap one of its domestic television channels, the youth-skewing BBC Three (currently complementing BBC One, BBC Two and BBC Four). But the BBC Three brand will not disappear completely. It will live on as an online video service with similar content.
Yesterday, the channel launched a new look ahead of this transition. It keeps the pink colour, but introduces a new mark with a roman numeral. Other than the numeral, it is clear that BBC Three's other graphics will be dominated by bold and clear typography.
The Ident Gallery has posted a selected of new idents used by BBC Three.
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.
BBC Three's logo hasn't changed in 8 years so in an age of smartphones we needed a whole new system that fits the digital world, not something analogue just shoehorned into it. We needed to develop something that worked on a TV screen and as an app icon. Look at Snapchat. They're doing okay without having Snapchat in their logo.
“The new icon represents BBC Three's three pillars, make me think, make me laugh and give me a voice. That is what new BBC Three is all about.” BBC blog post
A promo for upcoming programmes:
Much of the focus this far has been on how similar the new BBC III logo is to a fictional rebranding project from the brilliant comedy series W1A. BBC Three itself made a reference to that skit in a Vine-style video used to introduce the logo: