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