The BBC has announced that it will become a “digital first” brand from 16 February, unveiling a new logo to match the new visual identity.
The revelation comes six months after the BBC disclosed the channel would move online.
The news was announced in a blog post by Nikki Carr, the channel’s head of marketing. She said, “BBC Three’s logo hasn’t changed in eight years, so in an age of smartphones we needed a whole new system that fits the digital world, not something analogue just shoehorned into it.
“The visual identity brings new BBC Three together – a new logo, new idents, new animations and new on screen presentation, all with a new colour pallet. This visual identity will underpin what we do in the future.”
“What is most striking is the new logo and the fact it doesn’t actually say three. It’s easy to belittle the importance a logo has in supporting a brand, and I’m sure the usual critics will have their say – ‘It looks like Adidas’, ‘it looks like a ‘hamburger menu icon,’ ‘it doesn’t even say three’, ‘are they Roman numerals’ – but If I’m being honest I’m not worried.
“Some people are resistant to change and we wanted to be bold and create something that looks forward and will be around for years to come.”
The move will reportedly save the BBC around £30 million a year, which the corporation plans to invest in its drama budget.
All BBC Three content will be aired on BBC One and Two when BBC Three goes off the air.
Pictured: Siblings, BBC Three