BBC — Masterbrand expression

Joshua created the new master brand identity for the BBC in time for the London Olympics, focussing on the iconic 3 blocks which house amazing content, to increase the power of the brand. The creative ambition for the project was to shift the perception of the BBC from an institution to a public space. 

 

A set of rules were created based on what a public space feels like. The visual identity had to radically shift from being; 2D to 3D, static to dynamic, arm's length to involving, disparate to unifying and linear to digital.

Part of this project was to explore how the new master brand would then come alive with the channel identities, which is still being implemented today.