ⓘ BBC Three idents. Following the approval of BBC Three by the government, the identity began to change to reflect the new channel coming soon. First of all seen ..

BBC Three idents

ⓘ BBC Three idents

Following the approval of BBC Three by the government, the identity began to change to reflect the new channel coming soon. First of all seen were variations of the current idents within which a wrecking ball would hit the screen, causing it to shatter, revealing a building site behind it.

In December 2002, the whole ident package changed outright to two builders on the construction site seen previously. Scaffolding and blue sheeting obscure the upper case THREE that would provide the backdrop to the BBC Three launch idents. The builders themselves would often interact with elements of the identity, such as placing their mug of tea on the BBC Choice logo. Over the Christmas period, the channels first Christmas idents were created featuring a builder taking his hat off to reveal a pair of reindeer antlers against the construction site lit with lights round the scaffolding. On 19 January 2003, a countdown was added to the exterior of the scaffolding, outlining the weeks and days until the relaunch.


1.1. BBC Three Media World 2008–2013

In 2008, Danny Cohen, the controller for BBC Three at the time, unveiled a new cross-platform brand for BBC Three. The new logo would feature on the revamped BBC Three website, mobile site and on the channel itself. The links between the three media would only increase with time as emphasis was placed to watch the channel on all three platforms. "The thinking behind this rebrand of the channel is that we have, in effect, created a BBC Three world in which our content can move seamlessly between TV, online and mobile", he explained. "We have a fantastic line-up of programmes and we are going to make them available wherever young people want them." The rebrand cost GBP 380.000, described as "relatively little" by Cohen.

The look was designed by Red Bee Media along with agencies MPG and Agency Republic with music and sound design by creative audio company Koink. The idents themselves featured a new look BBC Three logo; a continuous pipe containing pink liquid spelling out three in lower case below a BBC logo. In the idents, the logo is seen on its own as an object in the Three world. However, the logo is occasionally seen contained within a purple box for cross channel promotional purposes.

The idents themselves contain a surreal world where technology is seen in large scale, with plug sockets, phones, televisions along with other objects such as fire extinguishers, sunglasses, high heeled shoes, lipstick all linked together by pipes containing multicoloured liquid. Pools of this liquid is also seen in a number of the idents when pipes breach. The plainly surreal nature of these scenes conveys the nature of the programmes themselves as they take a different view of life.

Following the 12 February 2008 relaunch, the channel began to use in-vision continuity, with announcers such as Jose Vanders announcing the upcoming schedule in the early evening. In addition to this, members of the public could record and upload links into programmes shown in the late evening or alongside the announcer in the early evening. This was however suspended in Summer 2008.

The channel changed its DOG at the time of the relaunch to a full-colour version of the new logo, a controversial decision at the time. The DOG was originally placed to the centre left of the screen so that viewers without a widescreen television would still be able to see the logo. However, in 2011, the DOGs of all BBC channels was moved to the far left corner of the screen.

BBC Threes promotional style initially featured a scene of the Three world at the conclusion of the promotion, containing the BBC Three logo, promotion information and a clip from the programme seen from a suspended television. The end clip was dropped after a while however, with a plainer look utilised instead. Programme slides are still utilised by the channel, however it is primarily used on other channels. The slide design features a picture from the programme above the BBC Three logo and programme information contained within a purple box all inside a billboard design.


1.2. BBC Three Discovery 2013–2016

The latest idents and presentation style was introduced on 1 October 2013, retaining the logo from 2008. The idents follow the theme of "discovery", and were designed by Claire Powell at Red Bee Media. The soundtrack for the idents was composed by Chris Branch and Tom Haines at Brains & Hunch.


1.3. BBC Three Remix of BBC Three 2016

On 4 January 2016, BBC Three got a new look, before the television channel moved to online only on 16 February.