BBC refreshes image of children's channel

LONDON - The BBC has revamped the look of its CBBC channel with a new logo and six idents that incorporate characters from some of its most popular shows.

The activity is intended to help CBBC build a closer relationship with its core audience of six- to 12-year-olds, and rival the bond they have with Nickelodeon and the Disney Channel, according to Charlotte Fuller, head of marketing and presentations for BBC Children's.

The identity will be rolled out from 3 September. It is the first time that the BBC has rebranded the channel since its launch in 2002.

Fuller added that the use of popular characters in the idents, such as Shaun the Sheep, will build on the brand equity that the shows have developed with viewers.

The idents have been created by Red Bee Media and are intended to be used for the next two years.

The BBC is supporting the changes with a marketing campaign that will run both online and offline.

The activity, created by Fallon, will include promotional trails as well as ads on children's social-networking sites and in children's magazines such as Dr Who and Top of the Pops, which Fuller said are aimed at encouraging children to reappraise the CBBC brand.

There will also be an experiential element, which will comprise a series of events featuring interactive games. These will take place in a range of cities across the UK.

Click here to watch the idents.

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