23-03-2023, 01:23 PM
(23-03-2023, 11:34 AM)chris Wrote: I totally agree that the pulsating globe is very recognisable as BBC News. But that doesn’t mean it can’t change.
The risk is that brand becomes diluted with the introduction of the icon. What is the logo? The globe, the icon or simple “BBC News”?
The icon has been on the nation’s mobile phones for more than a year. Surely they can now feel confident enough to put that front-and-centre? The whole Chameleon rebrand feels like an apology - if you’re confident in your new brand, be bold and shout about it.
The whole icon branding design language has been overtaken by the wider market - it's not stood up well as a concept and it's not even made it fully on air.
Some blocks that represent different screen sizes or whatever was never a world class solution - its a cute minor icon in a ux design, not a key brand asset.
They wanted BBC as a central hero brand like Netflix, but that's not how the public use the BBC, or how it functions itself. Do you really want BBC News to be thought of the same way as the BBC itself..Gary Lineker fuss and all?
Using the brand as one entity on a universal BBC app, sure this works. But on a collection of complex services? Not sure its the right move: its why streaming services use high impact show logos and images to curate lots of mini show brands to help navigate content, marketing and create audince connections. Going in the opposite direction is dumb strategy-by-committee
The BBC News assets updated so far have been poor - becouse the wolf ollins concept is - some slidey wipes videohive style shows that a globeless band has very little room for effective design.
I'd guess the very good creative team at BBC News know the limitations, and this workaround buys time for the BBC strategy to shift - as things do over time.