Every once in a while, a company will rebrand themselves and make the news because of it. Usually, this is because people either adore the new look, or want to run out of the room screaming.
However, the new look of CBBC seems to have bucked that trend, both within and outside the design community. Most seem to loathe it, but there are some who defend it with a completely different outlook, despite being the minority.
So, what is it about the new branding of CBBC which makes it so divisive? Let’s take a look…
Love… It’s Motion Graphics
The world is becoming increasingly digital as we speak, so it’s important that brands work for digital media, as well as printed ones. This includes the integration of the logo with moving graphics, and the new branding presents a beautifully slick, flashy feel when it’s in motion. The way each piece bounces and overlaps into one logo is eye-catching, and well story-boarded.
Hate… It’s Illegibility
Possibly the biggest reason designers hate this logo is because it’s practically unreadable (I still can’t tell if it’s CBB or BBC). This wouldn’t usually matter is the brand name was legibly typed nearby, but with only the official BBC logo included next to the main graphic, it’d be hard for anyone other than those already familiar with the brand to recognise the channel.
Love… It’s Geometry
It’s been proven time and time again that the most timeless and adaptable logos tend to be the ones which use geometrical shapes, such as Nike, Apple, and even the Blue Peter ship. And, this new logo does show a clear use of both the grid, and circles, to create its look. Not only is it geometric, it’s undoubtably geometric, which makes it hard to criticise.
Hate… It’s Ambiguous Market
Ever since the BBC split its division of children’s television into 2 halves, it’s always been thought that Cbeebees was for younger children (ages 0-6) and CBBC for older children (ages 6-12). However, the new look for CBBC uses pastel colours, a common trait of infant-related brands, alongside the angular vectors, more commonly associated with teenage brands. In short, it’s a bizarre mix that doesn’t quite know which age-group it’s meant to be appealing for.
Love… It’s Innovation
We all love to see something new when it arrives, even if it’s something we don’t like in the end. And, it’s hard to deny that the new CBBC logo looks distinctively different from most other logos out there at the moment, despite following a few trends (more on that later on in the blog post). For better or worse, we can’t deny this new look feels like something completely new.
Hate… It’s Cramp ‘Small Version’
For the smaller version of the logo, the designers had to sacrifice the bowls of each ‘B’ so that it wouldn’t look pixelated on smaller devices. And yet, despite this, the logo still looks awkward given the tight margins between each ‘character’. In short, it’s hard to create a small version of this logo without losing the fundamental aspects of its design.
Love or Hate… It’s Trendiness
There seems to have been a rise in logos that are created from ‘bits and pieces’, especially for TV networks. So, it’s not surprising that the people behind the new CBBC look would want to follow suit. In one hand, it guarantees that the logo is what people are looking for. On the other, trends don’t last forever, and the logo will likely have to be replaced in the future.
Love or Hate… It’s Difference from Previous Logos
CBBC for the past decade has had a pattern of using a smiley green as a way of defining itself from the bright yellow of Cbeebees. Some might have seen this green as looking old and tried, wanting to refresh the brand with a new palette. However, others would say that the best rebrands have at least some familiarity between the old and new, which this new design unquestionably lacks.
So, what do you think. Is the new look CBBC something to love or something to loathe? Let me know in the comments below.