CBBC - Rebrand

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We created a new, digital-first brand identity for the BBC’s children’s channel, CBBC, with a mission to inspire the next generation of dreamers, innovators and creators


The brief was give CBBC a new, aged-up ‘digital first’ identity

Audience research revealed that whilst the CBBC name was well known, the audience did not know what the brand stood for. The problem was that our audience connected with the ‘what’ of the content, not the ‘why’ of the brand.


Our strategy was to create a powerful relationship and coherence between the ‘what’ of CBBC - its content - and the ‘why’ of its brand belief: the uniquely inspiring content of CBBC sparks the imagination of kids to make real life more awesome.

The new logo unites the acronym of CBBC into a singular, cool marque that also solves the problem of duplication of BBC within the logo. It's bold design ensures it works powerfully and responsively in a multiscreen world.

Idents are ordinary scenarios made extraordinary with kids’ imaginations. Want to read in bed? Make your duvet a book. Schoolbag too heavy? Use a Drone Butler, of course! We also created a set of short logo idents. Well, the kids did all the work.


The most important thing is, do the kids care? So we asked them. Exactly what we’d hoped. Thanks, kids.

“It’s not like it used to be. It’s a bit better.” Cairo, 10

“I like the colours. It’s multi-coloured, which I like. And I like how it’s designed” Cornelius, 9

“The graphics are really good and made it more interesting to see and make you want to watch it a bit more.” Charlotte

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