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A cross-platform, social-first brand refresh

Client: BBC
Brand: BBC Three

BBC Three

Brand identity
Brand communications
Brand strategy
Art direction
Social content

We helped BBC Three reconnect with its audience, by defining the brand’s character and designing a new visual toolkit that’s more relevant for the digital world it lives in.

The beefed-up brand is brave, smart and open, inspiring a simple but flexible system that allows a range of expression across all touchpoints, from social through to broadcast.

This allows more consistent attribution of BBC Three content on BBC and third-party platforms, retaining a distinctive identity while promoting a huge range of themes.

A flexible system
The identity was originally created by Red Bee in 2016, with several logo versions for different uses. We simplified these, freeing the logo from its retaining ‘stamp’ device in BBC environments. Supporting the BBC Three pink with a bright secondary palette provides flexibility for different content.

Redefining the brand
Having been through a couple of iterations, BBC Three had different sets of values floating around. This could be confusing for people creating content. Through workshops with the team, we defined a bold and memorable character, driving brand behaviour across platforms.

Social-first content design
The BBC Three brand needs to thrive while promoting a wealth of material in social environments. We set straightforward guidelines for the existing brand typeface, layout and framing. These distinctive elements help BBC Three to gain attribution for its fantastic content.

User-friendly assets
As well as its flagship broadcast content, BBC Three is a constant presence across the social web, with timely and sharable articles and memes. The brand system flexes to its environment and topic, with looser type treatments, pops of colour and daft illustrations coming into play.

The ‘Tricon’
BBC Three’s newly-named ‘Tricon’ had always been a little under-used. By liberating it from the BBC blocks, we created a flexible brand asset which works as a window into BBC Three content.

Brand hub

BBC Three is a digital brand – it lives online across BBC and social platforms. Rather than a static set of guidelines, we built an online hub which introduces the new brand and helps people use it. This means that up-to-date downloadable assets are always to hand, alongside examples showing how to express BBC Three’s distinctive character.

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