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CBBC rebrand targets digital generation

UK-based pubcaster CBBC has unveiled its first channel identity makeover in nine years, including a new logo that travels across platforms.
March 14, 2016

As part of its first makeover in nine years, UK-based CBBC has unveiled a brand-new logo that’s more abstract for a broader age group, redesigned and renamed its CBBC Office studio set as CBBC HQ, and fully revamped its website and iPlayer.

blog post by channel controller Cheryl Taylor states, “Our old logo just wasn’t devised to perform in a variety of digital spaces, which means that it doesn’t work in the way that we want it to today. Our new look has an important job to do in removing barriers and helping us connect to the widest possible audience.”

She continues, “Though many watch our more mature shows well into adolescence, we know that as children grow up they feel compromised by overtly childish associations. Our new logo is not overt, it doesn’t scream ‘Children’s TV’ but its various iterations are fun and unpredictable and have broad appeal.”

In an additional ident swap, the channel has revamped its CBBC Office studio set as CBBC HQ.

The new set will continue the channel’s more than 30-year legacy of providing children the latest news, games and interaction with their favorite stars including popular current presenters like Hacker T. Dog (pictured).

Rounding out the changes, the channel’s website and kid-friendly version of the popular BBC iPlayer digital streaming service have taken on the new look and feel, too.

Working together with the BBC, London agency Red Bee Creative and M&A North consulted with thousands of kids across England before launching the new idents.

Red Bee’s design inspiration is based on how well CBBC’s programming, especially its dramas, connects to real life kids and issues.

Here’s a closer look at what the rebrand has in store.

About The Author
Jeremy is the Features Editor of Kidscreen specializing in the content production, broadcasting and distribution aspects of the global children's entertainment industry. Contact Jeremy at jdickson@brunico.com.


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