BBC Three will become a digital-first brand on 16 February.
The news was announced in a blog post by Nikki Carr, the channel’s Head of Marketing, as she unveiled the brand’s new visual identity.
“BBC Three's logo hasn't changed in 8 years,” wrote Carr, “so in an age of smartphones we needed a whole new system that fits the digital world, not something analogue just shoehorned into it.”
The new visual branding includes idents and animations, as well as the new logo. The branding will be used across all BBC Three content, from iPlayer to apps.
Explaining the new logo, Carr said it represented the three principles that underpinned the brand. The first is ‘make me think’, with programmes such as Suicide and Me. The second, ‘make me laugh’ nods to distinctive comedies such as People Just Do Nothing. The final point, symbolised in the logo by an exclamation mark, represents ‘give me a voice’.
Carr admitted that the new branding would not be without critics, and included a video clip suggesting the whole thing had been inspired by BBC spoof W1A.
The rebrand follows the decision by the BBC Trust to close BBC Three’s linear channel to cut costs and follow its younger viewers online.
The new branding is already being rolled out, while Carr has said there will be more marketing announcements in the coming weeks.