31-01-2023, 10:59 PM
(31-01-2023, 07:20 PM)Andrew Wrote: The company I work at is much smaller than the BBC I’ll grant you, but I also expect both the budget and the size of the team leading the change is much smaller as well. There is no way it should still be being used in digital forms including the BBC Weather, so many months later. It probably just highlights how big organisations like the BBC are a bit dysfunctional as depicted in W1AMaybe, but the BBC isn't really much bigger than it was in 1997 and they managed a pretty much perfect shift then (with a three week delay for international channels* and, as with your company, a transitionary period with physical items (excepting priority signage e.g. TVC)). Plus, that was a pre-digitial period so many logos couldn't simply be switched at the click of a button.
My favourite contrast of that rebrand with this one is the fact that several regional news teams, despite launching new looks on the following Monday, edited the new logo into their titles simply for the short weekend bulletins - actually going back to the mastertapes and switching it out just for two short programmes. I think one region might have even modified their set (though I might be mixing it up with one that didn't have an imminent rebrand).
But that is what a properly managed rebrand looks like and there is no reason other than incompetent project management that means that it couldn't have been done this time. And that's what the mistakes and inconsistencies are down to - not rogue designers, not convoluted implementation schedules - just a combination of incompetence and indifference to proper brand management. An 'it's ready when it's ready'/'that'll do' approach.
* To coincide with BBC World's schedule change.