Right, I'll have another go at an image-by-image critique. I am comparing this to version one.
It's good to see that technical standards are being upheld, but I don't think that was ever in doubt.
It is interesting how much difference a change in font weight makes. I think the weight seems appropriate for the main channels now, although I'm still not a fan of the font.
The removal of the gradients from the logos is a good improvement, and I think that the colours, in general, fit. BBC One being orange is not my favourite choice, but it doesn't seem inappropriate. I think the versions with the coloured backgrounds work better out of the two versions; however, seeing as the coloured-background versions seem to be the main ones, this doesn't really matter. I agree with others that the ONE suffers with the perception of not being centred.
The CBBC and CBeebies logos are still too much of a mish-mash - the "Cbbc!" smacks of trying too hard to be cool. I think they really need to be considered separately. They both seem like a big step back from the current logos.
I think BBC Politics would benefit from being the same colour as BBC News, seeing as the two are quite closely connected.
The HD symbol on these logos is far too thin. The HD logos still have to work in SD, and they still have to look balanced. The actual HD symbol's layout is also a bit tight.
The HD versions of the CBBC and CBeebies logos are a bit of a mess. Having the HD as quasi-small caps on the mixed-case logos is jarring to the eye, and this stands out particularly on those two logos.
Keeping the current BBC News colours is a good choice; the Newsnight colour change also works well, not being too much of a departure. I don't think extending it to shows like Click is a good idea, however, and having the BBC logo underneath it is problematic due to the social media references to it as BBC Click.
The regional logos are an improvement overall to the first version, and is where consistency with the BBC News brand is important.
The radio logos are, again, not much of a departure. I think the altered alignment of BBC Radio works, but so did the previous one.
The standardised BBC logo position definitely improves these logos, and makes them viable as standard website logos. The adaptation of the iPlayer symbol works quite well, but is rather limited by the geometry of the font.
The only thing I can comment on here is the BBC UKTV logo looking cramped rather than flowing. I think connecting letters in that way only works with certain fonts, and this is one font it doesn't work with.
Moving on to the video:
The credits squeeze works quite well, but the purple text on the dark background is a bit of a clash (possibly worsened by the compression in the video). It's certainly an improvement over the current version,
The BBC One sting just looks a bit cheesy. The transition seems a bit over the top; a bit too complex. The combination of the glow, shadow, and super-slick transition makes it feel gaudy to me. The transition throughout the video is one I don't like.
The endboard of the trailers are certainly distinctive in design. The video showing through is distracting on the Doctor Who trailer, as there is a lot of motion and contrast. I think it could do with slow motion, or a still, to ease the issue. I think plain background endboards tend to work better.
The Original British Drama logo looks a bit strange with the rather dated and very annoying alternate As.
The realignment seems to work rather well - a rounded E isn't really required to fix the issue, I'd say.
The HD symbol you've chosen as a replacement is good - a move away from the clichéd joined HD or the HD with gap in the D is a good move.
Overall, I'd say that this is an improvement. I still think that there are fundamental issues with the mock. I think that the font is still, overall, a poor choice. In addition, the one use only colours are far too limiting. The over-application of house style can diminish the most important brands. I think the video provides some useful context, but still shows up the same issues that exist in the images.
I'd now give this a 2.5/5, partly because I can't see this being implemented, and partly because of the aforementioned issues. The quality of your technical skill isn't in question, however, I think this shows how hard designing a branding solution for a good portion of the BBC is.
Last edited by bilky asko on 23 August 2013 1:43am