BBC Breakfast - 2018 Refresh

Come on, what did you expect?
This is the start of evolution, culminating in a new set next year. There’s lots of exciting planning underway.
You can’t expect revolution - and why wreck a winning formula?

Crisp, clean, classy. Looks great.

Does this attitude within the BBC mean we will never see the end of this boring, essentially 20 year old branding? Ok it’s been tweaked a few times, but the basic elements are the same. It’s getting really tired now and I certainly wouldn’t call it a winning formula anymore. Why can’t we expect revolution? The changes in 1999 were a revolution and look how that turned out. Sometimes it’s best to be bold with marketing and make a new impression. The BBC just seems to be stuck in a rut, clinging to the same old elements forever.

Am I right in thinking that the Breakfast/NWT studio has real windows behind the screens?

I may be barking up the wrong tree entirely, but introducing these stings now that make a point of them being in Salford rather than it being something they mention in passing could be a bit of a precursor to having a view of Salford behind the presenters?

I can't see that happening after how badly the window backdrop worked for Daybreak Mk1 in the winter months.

I can't see that happening after how badly the window backdrop worked for Daybreak Mk1 in the winter months.

I can't see that happening after how badly the window backdrop worked for Daybreak Mk1 in the winter months.

So a couple of things I would tweak with the titles. Ditch the countdown, and have a longer 60sec opening which you can then fade into so that live time actually feels more dynamic. Add seconds/frames in so the clock looks more active.

Then add more orange after the logo transitions in, perhaps a colour filter rather than solid.

Those placenames usually rotate around the globe/orb in the titles. So re-position them so they move around the actual horizon line.

Finally, the transition wipe would be aligned to the horizon, so it wipes from bottom to top.

Oh and it goes without saying the lower-thirds should reflect that orange a bit more. Maybe take the coming up sequence captions and expand those, but I would imagine those would wait until a fuller rebrand.

In a spectacular example of bad planning, the Breakfast studio's real windows face towards the sun in the morning making it impossible to use the real windows in the morning.