New logo for BBC Earth repositions the global brand as a 'Window to the World'

When it comes to the geopolitics of climate change, the UK may have limited influence in a world dominated by the rising industrial might of countries like China and India. But it can still exert a surprising amount of "soft power", particularly in the cultural sphere. And the globally popular TV shows of BBC Earth are arguably the most important examples.

Documentaries such as Planet Earth II and Blue Planet II have been watched by more than a billion people globally and feature in the Top 10 highest-rated shows of all time on IMDb. And since 2009, they've been marketed around the world by BBC Studios (the commercial arm of the public service broadcaster) under the brand of BBC Earth.

Essentially an umbrella brand for BBC Studios' natural history and science content, BBC Earth is dedicated to taking viewers on a thrilling journey of discovery, from the smallest creature under the microscope to the limitless expanses of space.

Today, BBC Earth aims to further build on that mission by unveiling a bold new look and feel for its brand developed by the BBC Studios Creative team.

New logo

The new creative refresh, developed by the award-winning BBC Studios Creative team, celebrates the premium and much-accoladed brand and features some of the hit content it has created and broadcast globally, including Blue Planet II, Frozen Planet II and The Green Planet, while looking ahead at future BBC landmark series Planet Earth III launching this autumn.

This suite of new logos and assets uses a circular device that captures spectacular content and amazing stories, representing the 'Window to the World' and transporting viewers out of their surroundings into realms of infinite wonder.

The new look will start to roll out globally across all platforms from 14 September. It is visually distinct and ownable, ensuring that the BBC Earth brand, like its programming, is both recognisable and unmissable.

Brand concept

"We wanted to elevate the heritage of the circular device within the current brand, to give it real purpose and dimension," explains Nick Meikle, executive creative director at BBC Studios Creative. "The core brand idea is a 'Window to the World': a circular window representing the Earth and the infinite wonder it has to offer."

"It is a visual mechanic that seeks to relentlessly discover immersive moments," he continues, "bringing spectacular stories into the homes of our audience, creating an emotional connection to our planet, and connecting them to the world at large.

"The brand refresh also allowed us to unify the visual language across all touch points from this central idea, as the brand has evolved significantly since its original TV launch over eight years ago."

Overall, it's a simple device that's been executed perfectly. By keeping the graphical elements to the minimum, it brilliantly achieves its goal of letting the colourful, high-definition imagery from its hit shows speak for themselves and tell their own story.