[Radiounion]

I tend to agree, only because of what they can do with the 'bouncing blocks' and stuff.  That wouldn't have worked with those large (but skinny) Gill Sans letters. It's actually quite amazing what a simple change of font can do within an established image/logo.

OK, am I sounding abit too geeky now?

I am going to be honest... I love Gill. But I love what Reith brought to the current BBC logo and brand design. While I understand the conceptions of some of us here saying that yes, the bouncing animations would have worked with Gill, I think it works better with a font like Reith because that sense of clarity, compassion and youthfulness would have been attainable with Gill, but only as an act. The font Reith approaches this design and behavior like its a full-time job, or more than that, a whole livelihood. I call back to the CBBC and CBeebies block animations. The blocks are more bouncier than usual, and I have no idea why, but with Reith it just WORKS. I am having a hard time putting Gill in that sense of playfulness and charm as Reith did, because for many years serving as the typeface for the Beeb, it has endured a sense of elegance, restraint, and resolve. We have those same qualities with Reith, but there's something extra in it too. A sense of living, a sense of welcoming, and most importantly, a bit of some fun.

I love Gill. But I also love Reith. 

And I'd argue that the current branding system works well with it, than without.