I totally understand and admire BBC’s ambition to take the channel towards new media, but do they have to make such a trend whorish logotype?

This is going to date in about half an hours time. Who knows I may be eating my words when I see how it’s put to use. Channel 4 identities are setting the standards so far methinks…

Yes, Channel 4 are at the top of this game, and it’s interesting to note that their own logo has remained unchanged, having originally been something which did start to date very badly, to now being fresh again. They’ve had the confidence to stick with the logo and evolve the visual style around it. Their current stuff is just as trendy, but the difference is that once it starts to look old then they won’t have to throw the baby out with the bath water…

BBC Three is a slightly different beast, perhaps they are embracing changing the logo every few years, their audience does have a much shorter attention span.

Hang on a minute, I watch BBC Three…

That’s true. I’d say in a lot of ways BBC three is comparable to E4, who do some lovely playfully things with their logo. Will be interesting to see where this three can go, seems as if it’s going to rely quite heavily on animation, as the mark itself is quite weak?