Identity: What makes a good logo? by Martin Price

Identity: What makes a good logo?

By Martin Price An exploration into the logo design of British broadcasting companies.

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In this essay I will be looking at the practice of logo design within media broadcasters in the UK, in particular the BBC, ITV and Channel 4. I aim to explore the historical progress of their logos, the influence of the designs, whilst comparing the logos and attempting to establish ‘good’ logo design practices.

BBC, ITV and Channel 4 are UK public service broadcasters part funded by the TV license fee. The first of these organisations, the BBC, started operating during 1922, ITV then started operating in 1955 and Channel 4 in 1982. These dates are important to note as the influences of design and levels of technology were very different between when the corporations were founded.

All three broadcasters currently have very different logos. The BBC (see fig. 1) uses a very corporate, black and white logo which is selfcontained. ITV (see fig. 2) use a cursive, relaxed, logotype with many

Fig. 1 BBC Logo (1997 -)

different colours that adapt to their background. Channel 4 (see fig. 3) use a corporate logo that uses positive and negative space to create their number 4. All logos represent the broadcasters tone and to an extent their remits. Lambie-Nairn remarks that ‘an identity has to link

Fig. 2 ITV Logo (2013 -)

between the programmes and support the public perception of the channel’ (Lambie-Narn, 1997).

The BBC logo has gone through many developments since its conception in 1922. The original logo “Bat’s Wings” (see Appendix A),

Fig. 3 Channel 4 Logo (2004 -)

created by Abram Games, conceptualises broadcasting with curves and lines as a basis. Perhaps one of the main reasons that the BBC is such a well-designed logo is because the broadcaster has been operating for so long that it is instantly recognisable across the world. Throughout the various developments to the logo of the BBC, the focus on the letters has intensified. The “BBC blocks” have been in use since 1988 having been modernised with technology most recently in 1997 to upgrade the typography.

ITVs logo has been through four major redesigns as well as a plethora of developments (see Appendix B). The first of the incarnations defies the standard of consistency that the BBC have

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created. ITV utilises the ability to use broadcast by TV regions and so built this feature into their logo so that regional TV franchised studios could personalise the V letter. This is another important point to consider when making a logo for a broadcaster that is regional - it should conventionally be relatable whether that be with text to indicate their region or a separate version of the logo for each region. This is not so important, however, if all output is national. This isn’t as relevant today, only two channels use regional studios: BBC and ITV. The main logos aren’t changed when differentiating the location, however there is generally a title detailing the region that is standardised in type and position.

Channel 4, being a multi-channel corporation as well, have many different forms of its logo (see Appendix C) depending on the channel and its purpose; the original identity was created by Martin Lambie-Narn. E4 has only ever used one logo since its birth in 2001 which is a fun play on positive and negative space. More4, Channel 4’s more intelligent channel, recently in 2012 rebranded to include a more up to date with trends design – the first rebrand since the channels generation in 2005. The new identity was intended to add ‘more flexibility and a lot more warmth and tactility’1 says Chris Wood, 4Creative’s head of on-air promotions for More4. 4Music’s logo caters towards its young female audience with the use of pink and smooth edges. Film4 takes a more corporate vision to fit in with major film studios and production companies such as Warner Brothers. Despite Channel 4’s vast portfolio of channels, they all maintain the message that the channel belongs to Channel 4. The corporation have created a set of solid brands that are coherent and recognisable even after rebrands.

The most recent incarnation of the ITV logo took the industry by surprise. Created by Rudd Studio and ITV Creative with the assistance of font foundry Fontsmith in 2012. The logo is a cursive logotype, the colours adapt themselves to their surroundings. When on a white background the logo uses a mix of slightly contrasting, although it is not visually displeasing. The typography and colours work together to ‘bring a colourful vibrant logo, less serious and a lot of fun.’2 This new generation of logo changes the perception of broadcaster brand identity by challenging the corporate stereotype, first introduced by the BBC. The ITV rebrand acts as a hypodermic needle for the future - a radical rebrand has paved the way for more broadcasters to think outside of the box.

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But the new ITV logo too informal for a mainstream TV channel? The prior logo was very formal like the BBC logo, but recently the style of programming changed. The only formal information broadcast by the channel is the news bulletins which happen at four points a day – even the layout of the studio for these channels are more relaxed than conventional news studios. Once the news is withdrawn from the scheduling, the majority of ITVs output is entertainment and lifestyle, attempting to capture audience from other channels such as the BBC that is mostly formal. Therefore it reflects the channel values.

Transferability is a major part of a good logo for broadcast. The ITV logo transfers amongst its output channel identities (see Appendix D). When there are multiple channels the identities need to be separate enough for the audience to be able to tell the difference but consistent enough to tell that the output is from the same broadcaster. ITV, ITV2, ITV3, ITV4 and CITV both feature the ITV cursive logotype with alterations to clearly differentiate the channel. The same applies to Channel 4 and BBC, with Channel 4 all channel identities are in the shape of the number 4 with a variance in colours and style; the BBC always have the ‘block’ logo on all channel identities as well as any subbrands for easy identification.

A good logo doesn’t just have to transfer between channels. Often broadcasters try to increase revenue and audience ratings by creating media synergies thus expanding products onto alternative media platforms such as websites or DVDs. Designers must therefore consider how logos might look off-screen - on print or web. Versatility is something that London-based design studio Logobird remarks upon on their blog defining the key aspects of good logo design.3

Logobird also remark upon the need for simplicity, an aspect reflected by all BBC, ITV and Channel 4 as well as the majority of channels. This is synonymous with the logo being ‘distinctive’, as mentioned earlier the BBC logo is recognisable worldwide. Whilst not related to broadcast as such, an example of an indistinctive logo is when Kraft foods rebranded in 2009 (see Appendix E) – ‘the new logo bears an uncanny resemblance to Yoplait’s, which isn’t even a Kraft brand’4. The logo was so different that it wasn’t well received by customers and got confused with other brands – Kraft then took the decision to revert to the old logo with some development to modernise the type within the logo. This is an important example as it shows that sometimes radically different logos without

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research and user testing can waste a lot of money.

‘Timelessness’ is also a key point that Logobird make. The BBC logo demonstrates this as hasn’t had a lot of major changes, just developments along with the advances in technology as well as keeping the logo the best quality possible for broadcast. ITVs logo has been changed so much since the corporation was founded in the late 1980s, however the amount of changes that the corporations structure has undergone in that period of time could start to justify the changes. Channel 4 has followed the lead of the BBC in having the core ‘4’ staying the same across all rebrands but the placement and surroundings of the 4 change.

After researching the different corporation logos, as well as looking for the reasoning behind them as well as semiotics, I can conclude that the following points make a good logo. A good broadcaster logo needs to be simple, instantly recognisable, unique, and transferable and needs to have a long life. Transferability is the most important aspect currently as broadcasting changes to be more interactive and uses mobile devices to achieve this. Bibliography Lambie-Nairn, M. (1997) Brand Identity for Television: With Knobs on. London, Phaidon Press Ltd.

1. Mark Sinclair. (2012) A new identity for More4. [Online] Available from: http://www.creativere view.co.uk/cr-blog/2012/january/more4-identity-man-machine [Last Accessed 13 Jan 2014].

2. Urban River. Analysing the ITV rebrand. [Online] Available from: http://www.urbanriver.com/ analysing-the-new-look-for-itv.html [Last Accessed 13 Jan 2014].

3. Logobird. The Principles of Good Logo Design. [Online] Available from: http://www.logobird.com/ the-principles-of-good-logo-design/ [Last Accessed 13 Jan 2014].

4. CNN Money. (2009) What’s in a new logo? Kraft Foods - Mismanaged and indistinct. [Online] Available from: http://money.cnn.com/galleries/2009/fortune/0908/gallery.new_logos_redesigns. fortune/5.html [Last Accessed 13 Jan 2014].

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Fig. 1. BBC Logo (1997). [Logo] At: http://www.heavenly-sweetness.com/wp-content/ uploads/2013/09/logo-bbc.jpg [Last Accessed 13 Jan 2014].

Fig. 2. ITV Logo (2013). [Logo] At: http://i2.cdnds.net/12/46/618x314/media_new_itv_logo.jpg [Last Accessed 13 Jan 2014].

Fig. 3. Channel 4 Logo (2004). [Logo] At: http://www.lyngsat-logo.com/hires/cc/channel4_uk.png [Last Accessed 13 Jan 2014].

Fig. 4. BBC (1932 - 1953) (1932). [Logo] At: http://www.bbc.co.uk/historyofthebbc/resources/indepth/bbc_logo.shtml [Last Accessed 13 Jan 2014].

Fig. 5. BBC (1953 - 1958) (1953). [Logo] At: http://www.apts.org.uk/fave2.gif [Last Accessed 13 Jan 2014].

Fig. 6. BBC (1958 - 1963) (1958). [Logo] At: http://www.rawtalentacademy.com/wp-content/ uploads/2013/06/BBC-logos-1958-1997.jpg [Last Accessed 13 Jan 2014].

Fig. 7. BBC (1963 - 1971) (1963). [Logo] At: http://static3.wikia.nocookie.net/__ cb20130326025108/logopedia/images/d/d2/BBC_1960s.svg [Last Accessed 13 Jan 2014].

Fig. 8. BBC (1971 - 1988) (1971). [Logo] At: http://static3.wikia.nocookie.net/__ cb20130326025108/logopedia/images/d/d2/BBC_1960s.svg [Last Accessed 13 Jan 2014].

Fig. 9. BBC (1988 - 1997) (1988). [Logo] At: http://static4.wikia.nocookie.net/__ cb20130326025137/logopedia/images/7/79/BBC_1970s.svg [Last Accessed 13 Jan 2014].

Fig. 10. BBC (1997 -) (1997). [Logo] At: http://www.heavenly-sweetness.com/wp-content/ uploads/2013/09/logo-bbc.jpg [Last Accessed 13 Jan 2014].

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Fig. 11. ITV1 (1970 - 1980) (1970). [Logo] At: http://logos.wikia.com/wiki/File:Original_ITV_logo. svg [Last Accessed 13 Jan 2014].

Fig. 12. ITV1 (1980 - 1989) (1980). [Logo] At: http://logos.wikia.com/wiki/File:ITV_Logo_1980.svg [Last Accessed 13 Jan 2014].

Fig. 13. ITV1 (1989 - 1998) (1989). [Logo] At: http://logos.wikia.com/wiki/File:ITV_logo_1989.svg [Last Accessed 13 Jan 2014].

Fig. 14. ITV1 (1998 - 2001) (1998). [Logo] At: http://logos.wikia.com/wiki/File:ITV_logo_1998.svg [Last Accessed 13 Jan 2014].

Fig. 15. ITV1 (2001 - 2002) (2001). [Logo] At: http://logos.wikia.com/wiki/File:ITV1_logo_2001.svg [Last Accessed 13 Jan 2014].

Fig. 16. ITV1 (2002 - 2004) (2002). [Logo] At: http://logos.wikia.com/wiki/File:ITV1_logo_2002.svg [Last Accessed 13 Jan 2014].

Fig. 17. ITV1 (2004 - 2006) (2004). [Logo] At: http://logos.wikia.com/wiki/File:ITV1_logo_2004.svg [Last Accessed 13 Jan 2014].

Fig. 18. ITV1 (2006) (2006). [Logo] At: http://logos.wikia.com/wiki/File:ITV1_logo.svg [Last Accessed 13 Jan 2014].

Fig. 19. ITV1 (2006 - 2010) (2006). [Logo] At: http://logos.wikia.com/wiki/File:ITV1_logo_2.svg [Last Accessed 13 Jan 2014].

Fig. 20. ITV1 (2010 - 2013) (2010). [Logo] At: http://logos.wikia.com/wiki/File:ITV1_(New).svg [Last Accessed 13 Jan 2014].

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Fig. 21. ITV1 (2013 -) (2013). [Logo] At: http://i2.cdnds.net/12/46/618x314/media_new_itv_logo.jpg [Last Accessed 13 Jan 2014].

Fig. 22. Channel 4 (1982-96) (1982). [Logo] At: http://hub.tv-ark.org.uk/images/channel4/c4_ images/gallery/channel_four_logo.jpg [Last Accessed 13 Jan 2014].

Fig. 23. Channel 4 (1996-99) (1996). [Logo] At: http://logos.wikia.com/wiki/File:Channel_4_1996. svg [Last Accessed 13 Jan 2014].

Fig. 24. Channel 4 (1999 - 2004) (1999). [Logo] At: http://logos.wikia.com/wiki/ File:Channel_4_1999.svg [Last Accessed 13 Jan 2014].

Fig. 25. Channel 4 (2004 -) (2004). [Logo] At: http://www.lyngsat-logo.com/hires/cc/channel4_ uk.png [Last Accessed 13 Jan 2014].

Fig. 26. 4Music (2008 - 2012) (2008). [Logo] At: http://logos.wikia.com/wiki/File:4music.svg [Last Accessed 13 Jan 2014].

Fig. 27. 4Music (2012 -) (2012). [Logo] At: http://logos.wikia.com/wiki/File:4Music_logo.svg [Last Accessed 13 Jan 2014].

Fig. 28. 4seven (2012 -) (2012). [Logo] At: http://logos.wikia.com/wiki/File:4seven.svg [Last Accessed 13 Jan 2014].

Fig. 29. Film4 (2006 -) (2006). [Logo] At: http://logos.wikia.com/wiki/File:Film4_logo.svg [Last Accessed 13 Jan 2014].

Fig. 30. E4 (2001 -) (2001) [Logo] At: http://logos.wikia.com/wiki/File:E4_logo.svg [Last Accessed 13 Jan 2014].

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Fig. 31. More4 (2005 - 2012) (2005). [Logo] At: http://www.tricycle.co.uk/wp-content/ uploads/2011/08/more4_green_logo_22px-3.jpg [Last Accessed 13 Jan 2014].

Fig. 32. More4 (2012 -) (2012). [Logo] At: http://logos.wikia.com/wiki/File:More4_logo.svg [Last Accessed 13 Jan 2014].

Fig 33. ITV Channel Brands (2013). [Image] At: http://www.itv.com/news/2013-01-14/new-itv-logorebrand-2013/ [Last Accessed 13 Jan 2014].

Fig 34. Kraft Logo Comparison (2009). [Image] At: http://money.cnn.com/galleries/2009/ fortune/0908/gallery.new_logos_redesigns.fortune/images/kraft.jpg [Last Accessed 13 Jan 2014].

Fig 35. Kraft Logo (2012). [Image] At: http://www.underconsideration.com/brandnew/archives/ kraft_2012_logo_detail.gif [Last Accessed 13 Jan 2014].

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10 Appendix A - BBC Logos

Fig 4. BBC (1932 - 1953)

Fig 5. BBC (1953 - 1958)

Fig 6. BBC (1958 - 1963)

Fig 7. BBC (1963 - 1971)

Fig 8. BBC (1971 - 1988)

Fig 9. BBC (1988 - 1997)

Fig 10. BBC (1997 -)

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Appendix B - ITV1 Logos

Fig 11. ITV1 (1970 - 1980)

Fig 12. ITV1 (1980 - 1989)

Fig 13. ITV1 (1989 - 1998)

Fig 14. ITV1 (1998 - 2001)

Fig 15. ITV1 (2001 - 2002)

Fig 16. ITV1 (2002 - 2004)

Fig 17. ITV1 (2004 - 2006)

Fig 18. ITV1 (2006)

Fig 19. ITV1 (2006 - 2010)

Fig 20. ITV1 (2010 - 2013)

Fig 21. ITV1 (2013 -)

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12 Appendix C - Channel 4 Logos

Fig 22. Channel 4 (1982-96)

Fig 23. Channel 4 (1996-99)

Fig 24. Channel 4 (1999 2004)

Fig 25. Channel 4 (2004 -)

Fig 26. 4Music (2008 - 2012)

Fig 27. 4Music (2012 -)

Fig 28. 4seven (2012 -)

Fig 29. Film4 (2006 -)

Fig 30. E4 (2001 -)

Fig 31. More4 (2005 - 2012)

Fig 32. More4 (2012 -)

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Appendix D - ITV Multi-channel Brands

Fig 33. ITV Channel Brands (2013)

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14 Appendix E - Kraft Rebrand

Fig 34. Kraft Logo Comparison (2009)

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Fig 35. Kraft Logo (2012)