XAVIER
LALANNE-TAUZIA

Rebrand and identity system for the BBC. Developed in partnership with BBC Studios, DayJob and Wolff Olins.

We left the iconic logo untouched, focusing instead on a clear organizational logic. A new four-tier hierarchy unifies the entire portfolio, separating the master brand from active newsrooms and specialized content hubs. The primary mark acts as the anchor, while editorial branches use color to highlight live functions. For specific genres, the logo serves as a signature of quality. We also utilized the empty blocks as a minimalist graphic mark for premium moments and small-scale digital icons.

We kept the existing BBC Reith typeface but redefined its application to drive tonal clarity. A sharp division between serif and sans serif allows the system to pivot between serious investigative journalism and lighter lifestyle content. Rather than imposing a mood, the type reacts to the subject matter.  Mixing the two styles creates a deliberate tension that keeps the brand cohesive across diverse topics. We established a strict discipline for scale and weight, giving teams flexibility without losing the brand's core structure.

The framework translates the BBC’s foundational pillars: Inform, Educate, Entertain. By treating the three signature cubes as a modular architecture, the identity transforms from a static mark into a storytelling tool used to crop imagery, anchor typography, or stage editorial debates. This structural precision is balanced by a visual honesty in the art direction, favoring gritty, authentic snapshots over polished aesthetics. Every movement within the interface is equally disciplined: a rapid, three-step kinetic language that favors sharp, linear transitions over fluid curves to ensure every interaction feels urgent and authoritative.

Digital Channels

The system allowed us to scale from one news stream to over 15 global FAST channels. By using a consistent set of rules, we can launch new shows and channels instantly, ensuring everything is digital-ready the moment it's created.

We launched an engagement led pay model that targets frequent readers while keeping public safety news free. The marketing avoids high pressure tactics, relying on the same design discipline and factual tone as our journalism. By matching the quality of the product, the subscription experience builds trust instead of interrupting it.