CBBC Rebrands to Connect with Wider Audience

LONDON: The U.K.’s CBBC has launched a rebrand meant to target both ends of the channel’s 6-to-12 age demo, while also reflecting the constantly changing media habits of today’s digital generation.

The new brand identity, developed with Red Bee Creative, was inspired by the uninhibited inventiveness and imagination of real-life children. The new logo unites the CBBC acronym into a singular, playful marque with bold, vibrant colors. A cohesive flowing motion used throughout the refreshed brand symbolizes the way the network’s viewers consume information in today’s digital landscape.

CBBC worked with Brains&Hunch to created a new sonic signature with an unexpected pitch combination in a syncopated beat, with different older kids voicing the channel name. The mnemonic then extends into a catchy tune. In addition, the CBBC Office has been renamed CBBC HQ.

Charlotte Lock, the director of media engagement and M&A North, commented: “The kids watching CBBC the last time we refreshed the channel identity will have left university by now. A lot has changed in the past decade, not least the way today’s kids want to consume CBBC content. They want more control over how, where and when they watch, listen and interact and we needed a brand with the versatility to respond to that. Our brand line ‘Just Imagine’ communicates how primary school kids want to explore their changing worlds in a creative and positive way. We’ve put real kids with a real sense of mischief back in our idents where you will see them doing everything from making dancing light graffiti to trampolining in clouds of color. We worked with Red Bee on developing our new marque and branding, which is vibrant, vertical scrolling and as happy curating in iPlayer as it is in our ‘CBBC HQ’ on live TV. We consulted with thousands of kids across the country in the development of the brand and so it’s very much theirs. They wouldn’t have it any other way.”