[DTV]

It is very strange how staggered out everything still seems to be. I don’t understand how the children’s channels still have the old logo. Last year I assumed they were waiting until the start of 2022 when they didn’t rebrand along with other channels, when that didn’t happen I expected the Autumn, but we’re now near to the end of the year with no sign of it changing anywhere bar some trailers and the downtime screens.

I think with Children's there is a bit of wriggleroom as it is fairly isolated from the wider BBC at the minute, but this long is ridiculous considering that it's pretty much all digital they are changing and the new logo has already cropped up once or twice. BBC international sort of had this in 1997 - World and Prime didn't adopt the new logo until the end of October - but they could get away with that due to their isolation from the wider BBC.

I also am beginning to think that classing it as a staggered rebrand is inaccurate. Staggered rebrands are typically done in clear phases and this rollout has just been all over the place. Initially it was implied to be a clean 1997-type rebrand; then it was going to be channels last October and departments in the Spring; now it is apparent that there was never any plan to begin with. I think this is clearest with BBC Weather - literally all they have to do is replace the logo that goes on the front of forecasts, yet nobody has got round to that after 13 months.

It is fairly clear that this is partly down to key components not being ready on time - most notably BBC One's idents. But if this is the case, they should have delayed the overall rebrand until things were ready (the failure to complete key components on time also implies improper planning).