BBC AMERICA General Manager Kathryn Mitchell announces the launch of a new look for the channel.
Designed by creative agency, mOcean, the new look comprising new logo, on air navigation, tagline and IDs will roll out across all BBC AMERICA platforms from Wednesday, January 17, 2007. It will also be reflected in a completely redesigned website at bbcamerica.com.*
Kathryn Mitchell, comments, “After nine years in the American market, terrific reach and a loyal audience we needed a fresh look. mOcean have done a great job of creating a clean, stylish new logo that captures the unique personality of the channel. The logo will be incorporated across off and on air initiatives including new channel IDs that incorporate it in a series of iconic American landscapes – the perfect way to reflect how BBC AMERICA offers unique entertainment that’s relevant to the American audience.”
mOcean Creative Director Dave Thomas, adds, “We wanted to demonstrate to audiences the channel's personality, not tell them about it. Rather than cover it up with design, we wanted an organic approach that allowed the mark to appear naturally in a number of American environments, a "British invasion" of sorts, popping up in various and unexpected ways, immersing it in the American landscape. We did that in a new series of on-air IDs. They are like a collection of "post cards" that infuse the spirit of BBC in America.”
Logo – The bold and iconic red, white and blue logo prominently features the letter "a" and complements the classic BBC America logo. The logo comprises 3 concentric circles in red, white and blue featuring a lower case “a” in the middle to identify it as the BBC AMERICA brand. This “bulls-a" can be animated and treated in a variety of ways to express the personality and irreverence of the channel.
Tagline - the new tagline, "a little Brit different", captures BBC AMERICA’s aim of delivering U.S. audiences the highest quality programming with a unique difference.
On air navigation – the new look is incorporated in on-screen communication designed to allow viewers to receive information about the network in an elegant and organized manner.
IDs - A series of fourteen IDs tell visual stories that reveal BBC AMERICA’s new logo in various American landscapes that reflect the channel’s diverse programming genres. They range in tone from funny or clever to mysterious and intriguing but all communicate that BBC AMERICA is “a little Brit different." Examples include:
- A “biker chick” emerges from a roadhouse and walks past a parked Harley before getting on a Vespa.
- A London black cab turns the wrong way onto a busy New York street to be confronted by a wall of yellow cabs.
- A woman is driving a convertible. The camera pulls back to reveal her stylish red, white and blue scarf trailing behind on the freeway.
*The new look will be incorporated into a completely redesigned bbcamerica.com which will offer many new features:
Users can sign up to become "BBC Americans" allowing them exclusive access to:
- Post user generated content
- Special offers
- Access to discussion boards
- Sneak peaks
- Exclusive content
In addition, users can look forward to podcasts, staff picks, more character blogs and interactive elements (polls, quizzes, games), a personalized schedule plus exclusive video content (including interviews and behind the scenes).