CBBC and CBeebies Logo Analysis

The recent rebrand of the CBBC logo is a prime of example of how logos and brands are changing and evolving to keep up with the forever developing digital world. The older, worn, well known green and black logo wasn’t suitable to be placed in the plethora of digital spaces that are available to us today, it was also becoming worn and immature. They wanted to regain their target audience of an older child audience. The new logo doesn’t stand out to represent children’s tv, but this was the aim. It has been made to appeal to a wide age range on both ends of the age spectrum. It is versatile and well rounded, it is ready to fit onto any range of media, the circular shape makes this a lot easier to be placed into many different contexts. The vibrant colours seem fresh and the shapes are abstract, creating a brand identity which has been described as ‘bright, mischievous and sophisticated.’ It represents quality, whilst also not being too mature or corporate. The new logo will hopefully bring more viewers to the channel of all different ages and represent the diversity of the channel itself. 

The CBeebies logo is perfect for it’s target audience of early years and pre-school children. The bubble, ‘blobs’ logotype looks safe and friendly with no sharp or aggressive corners or serifs. Therefore parents will see that the channel is appropriate for the age of their children. The bubble writing also matches the animations the ‘bug’ characters therefore both will be related to each other as a whole identity of the programme. Obviously yellow has been chosen as it is the brightest colour, to associate the colour yellow with the programme. It is also a primary colour, as children are attracted to highly saturated colours.  Although it is quite illegible due to the tight kerning, as it is aimed at young children and they see images and symbols rather than words, it is easier for them to understand, the letterforms do not necessarily have to be accessible. It creates the image of handmade objects such as play dough, and other childlike activities to give an insight into what the channel consists of. 

In conclusion, this has given me inspiration for my own typeface, to incorporate similar elements of the CBeebies logotype. The sam personalities are reflected within this logotype as the ones I want to include within my own typeface. Personalities of playfulness, youthful and expressive are portrayed through the use of a type to look like symbols and shapes rather than letterforms.