05-07-2021, 11:43 AM
I can see the logic of revising the logo - now that Reith is the BBC's typeface, it makes sense that it should also feature in the BBC's logo. Core to the logo's identity is the three blocks, not Gill Sans. The change is akin to ABC (US) tweaking their logo - still the rounded letters in a circle, but styled slightly differently.
That said... I am sceptical about making the characters in the blocks smaller. As others have noted, it makes the text harder to read in smaller applications of the logo - for example, in social media avatars/icons. But maybe the BBC brand is so strong that even unreadable white blobs in three small black boxes is enough for people to recognise it.
As to whether the change is an improvement or not in a purely aesthetic sense, I'll hold my fire. I suspect the logo looks a bit strange today simply because it is slightly different to the existing logo. But in 10 years time, it may well be the "old" logo that ends up looking outdated. The real test will be how the new logo is used - that is, what direction the branding goes in.
That said... I am sceptical about making the characters in the blocks smaller. As others have noted, it makes the text harder to read in smaller applications of the logo - for example, in social media avatars/icons. But maybe the BBC brand is so strong that even unreadable white blobs in three small black boxes is enough for people to recognise it.
As to whether the change is an improvement or not in a purely aesthetic sense, I'll hold my fire. I suspect the logo looks a bit strange today simply because it is slightly different to the existing logo. But in 10 years time, it may well be the "old" logo that ends up looking outdated. The real test will be how the new logo is used - that is, what direction the branding goes in.