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BBC Knowledge

A platform for opinion

The Challenge

BBC Knowledge is one of the flagship brands of BBC Worldwide and has gained international acclaim for its award-winning content. The BBC were keen to build on this success and to expand the reach of Knowledge outside of the traditional broadcast parameters.

We wanted to move away from the idea that knowledge is set in stone and is rather a shared journey of discovery and understanding. At the same it was important that the new direction aligned to the exciting brand repositioning, moving BBC Knowledge from a position of authority to a platform for people’s opinion.

This project was designed and produced whilst working at TILT Design.

MOVING KNOWLEDGE FROM A POSITION OF AUTHORITY TO A PLATFORM FOR PEOPLE’S OPINIONS

Changing
Perceptions

Our response was designed to open the viewers’ minds to the possibilities of Knowledge and to prompt them to question how we perceive it.

The idents were created to lull the viewer into a false impression of what was happening, only for the illusion to be broken and in doing so make them question how we interpret the world around us. The deepest jungle is revealed to be a roof garden in a city. Bedouin nomads ski down sand dunes. A robotic jellyfish.

Enhancing the mark

With the upside down question mark becoming a key brand identifier we decided to use it as more of a visual focal point within the package.

Each ident ended with the iconic upside-down question mark emblazoned into the environment, indicating its central role in the rebrand.

A new landscape

One of the main conclusions of the rebrand was that BBC Knowledge should no longer be seen as a singular entity, as previously interpreted through the TV channel. It should be seen as an umbrella brand, under which sits a multitude of viewer touch points, including TV, web, mobile, magazine, events, research and learning.

As such BBC Knowledge needed to have a flexible identity that allowed the brand to communicate without restriction across all the necessary platforms.

KNOWLEDGE IS NOT A SOLID ENTITY, IT IS EVER CHANGING.
IT’S NOT DUSTY, ACADEMIC OR LOCKED IN A TEXTBOOK.
IT’S OPINION. IT’S PARTICIPATORY. IT’S COLLABORATIVE.
IT’S INTERACTIVE. IT’S FOREVER EVOLVING.

PLATFORM FOR OPINION

We wanted the rebrand to feel like an open dialogue about communicating through opinion, rather than statements or facts. With an impressive lineup of globally recognised talent such as Brian Cox, David Attenborough and Stephen Fry, we realised there was a unique opportunity to use their opinions to convey the brand’s message.