When mainstream logos undergo a redesign it often creates an uproar. One Daily Mail reader said of the revamped CBBC logo: “Why oh why do we the tax payer need to spend money on rebranding an already great logo. Why does it need to be changed?”
They are of course missing the point. Children’s television has to move with the times, and perhaps the most important thing the BBC can do is rebrand it – change and update how the channel is perceived.
Children are a fickle bunch after all.
These days they no longer just sit in front of the TV waiting to be entertained either. They’re just as happy picking up a tablet to get an instant visual fix. But although they’re familiar with famous YouTube bloggers, rather than staying loyal to specific channels they’re quite comfortable Googling random videos, featuring among other things, comedy moments, football skills and even strangers opening packs of Pokémon cards!
So children’s TV not only has to connect emotionally with their young viewers, it has to compete for their time too.
I like the fact that the new logo is like an app icon, something you may find on the Google Play Store, or on Apple Store. To me, the fact that it isn’t easily legible gives it a cooler edge. In comparison, the original logo feels like a hard-sell and way too literal.
The fact that that the new logo creates such a strong response from people is positive – there’s so much visual clutter around us it’s important to have ‘stand-out’ and be noticed. Also, I particularly like the way the graphic is used when it’s animated. If I had one negative, it would be that the square box around the outside, with BBC written in the top corner, feels too much like an after thought.
To ensure the longevity of the BBC, it’s important for the company to keep the various channels high in the minds of its younger viewers. And they offer some excellent educational and ‘wholesome’ programmes that deserve the attention of an audience that’s difficult to please.
Most parents would perhaps rather their kids watch Blue Peter than the often unregulated youtube/online channels – and if the new CBBC logo helps achieve this, to me it can only be a good thing.
So the question is – what do you think? Give your comment below.
First published by Red Onion on Linkedin
