RECOG­NI­TION AND AT­TRI­BU­TION

Rob Coke on mak­ing sure BBC Three con­tent is al­ways iden­ti­fi­able

Computer Arts - - Project Diary -

Per­haps our biggest chal­lenge was en­sur­ing that BBC Three con­tent is iden­ti­fi­able once it leaves the brand’s con­trol. This ap­plied to orig­i­nal video pro­mo­tions for long- and short-form con­tent, be­hind the scenes im­agery, and share­able posts, which are de­lib­er­ately un­branded to en­cour­age wide shar­ing. To solve it, we gen­er­ated a wide range of dif­fer­ent con­tent types for re­view, and de­vel­oped a sys­tem go­ing from tightly to loosely branded. At the tighter end, there were rules cov­er­ing lay­out, logo po­si­tion, use of ty­pog­ra­phy, im­agery and colour. The num­ber of rules and el­e­ments change as you go through the spec­trum, and the most loosely branded would per­haps just use the head­line font and a colour from the sec­ondary pal­ette.

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