(Est. 2003) “BBC Three is a television channel from the BBC which broadcasts via digital cable, terrestrial, IPTV and satellite platforms. The channel’s target audience includes those in the 16-34-year-old age group, and has the purpose of providing ‘innovative’ content to younger audiences, focusing on new talent and new technologies. The channel is on-air from 7 pm to around 4 am each night, to share terrestrial television bandwidth with CBBC.” (Wikipedia). The channel will stop broadcasting on TV in February and will become a web-only channel.
But [BBC Three's head of marketing, Nikki] Carr explained the three bars were chosen because the new channel is founded on three principles which underpin everything it does.
"The first is 'make me think'... The second is 'make me laugh'... The third, the exclamation mark, is 'give me a voice', which is what we will do for young people," she said.
The old logo was bad with its really unfortunate ligaturized geometric letterforms, so it's not a bad thing it changed. The new logo has the right idea, changing from the spelling of the number three to a Roman numeral — highlighting that Three is different from BBC's One, Two, and Four channels — the problem is that the execution is completely wrong. To pull off this kind of simplicity and relative complexity of concept the logo would have needed to be much more nuanced, have a better relation with the three BBC letters, and just all around be smarter. Even the idea of the exclamation point is good but, again, the graphic relationship between elements is not right and does not allow the viewer to read the logo properly. It's not all lost, as there is some interesting animations going on, and this is a logo that will now live only online. I also like how the logo reads across the channel line-up on their website, so it works in context but, yeah, this needed to be expertly executed and it wasn't. Not even by a long shot.
Thanks to David McDonald for the tip.