Rebranding Case Study
The channel of CBBC has been through quite a lot of rebrands on both the Ident and the Logo. CBBC is a channel that is directed towards children between the ages of 6-12. Due to this the channel has to be appropriate for that age group and it also has to appeal to that target audience, it does this by having creative shapes and designs, eye-catching colours and a simple yet easy to recognise design. Recently the BBC logo underwent a big change, the logo was completely redesigned and the main reason for this redesign was because they owners of the channel didn’t believe that their previous logo was able to keep up with modern trends and technology. The CBBC didn’t believe that their previous logo was able to perform in a variety of digital spaces which means that it doesn’t work in he way that they want it to today. The difference in colour between the current logo and the previous logo is quite different and this can be both good and bad. It can be good because the new colour scheme is very bright and eye catching therefore will get the attention of the viewer, also the bright colours fits in with the target audience as its creative and colourful which usually appeals to the intended target audience. The shape of the logo has changed quite a bit as its gone from a logo in the shape of the word CBBC to a large C and within this letter the different segments stand for each of the 4 letters. The green segment is a C, pink B, blue B and orange/red is C. This design is unique and stands out from other logos within this genre. The new logo also has a better shape and size for things such as being placed on mobile devices and websites as the shape is more compact. The channel decided to rebrand because they felt that they needed to make the logo more versatile and more applicable for use on a variety of platforms such as mobile devices and websites. One other reason for this rebrand was to make the logo more suited for the constantly changing and updating media industry, as the views, interests and beliefs of the people in the public are constantly changing and shifting in time with trends and fashions. The logo has changed quite a bit and even though I may not be as fun and creative as other logos it still fits in with the channels ethos and identity as its new and exciting also its unpredictable and this makes it more of a surprise and this can attract certain types of viewers and people. The new logo got mixed reviews from its viewers as the older audience who felt attached and nostalgic over the previous logo didn’t particularly like it at first while the younger audience liked the creativity and the different design of the new logo. Although the initial feedback was a bit negative over time people began to adapt and start to enjoy the new logo due to its creative design and its eye catching colours, this new logo also brought with it a new set of Idents and these have received very positive feedback from both existing viewers and new ones.
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