CBBC kids have an innate curiosity and their ideas and imagination know no boundaries - they are great at being kids! This uninhibited inventiveness and pure imagination was our inspiration - we called our idea “Reality Plus” – real life, plus kids’ ideas and creativity to make it more awesome.

Our mission is to inspire the next generation of dreamers, creators and innovators. To spark their imaginations with our content and to champion their ideas to make the ordinary MORE extraordinary! CBBC isn’t just a channel – it’s a launch pad.

We created a new brand identity for CBBC that interprets “Reality Plus”. Our films are real life scenarios – made more awesome (and simpler) with kids’ imaginations. Want to read in bed? Make your duvet a book – obvs. Schoolbag too heavy? Use a Drone Butler to carry it, of course!

The new logo unites the acronym of CBBC into a singular, cool-looking marque. The logo design also solves the problem of duplication of BBC within the logo.

It appeals to the target audience, whilst being fun and playful with a bold palette of vivid, vibrant colours. This boldness of design ensures it works powerfully and responsively in a multi-screen world. A cohesive flowing motion used throughout the brand reflects the way our audience consumes information in the digital landscape. This vertical motion is then reflected in the delivery of information throughout the OSP as a unifying, signature movement, rarely used elsewhere on screen.

Patterns and information delivery 'pointer devices' are all derived directly from the DNA of the brand marque creating a strong, cohesive and ownable look.

A launch animation created to communicate the new marque brings it to life and plays with the fun and humorous characteristics of CBBC.

Cheryl Taylor, Channel Controller CBBC: "We are now the proud owners of a versatile and dynamic logo which works in every space and is designed to appeal to both ends of our broad age spectrum. Whether on large-screen TVs or hand-held devices our new brand identity is bright, mischievous and sophisticated – just like the CBBC audience who helped us to choose it and have told us they love it!"

Charlotte Lock, Director of Media Engagement & M&A North: "We consulted with thousands of kids across the country in the development of the brand and so it’s very much theirs. They wouldn’t have it any other way.”