The broadcaster has spent £500,000 introducing fresh branding to create a more coherent structure across its news journalism, including network and regional news services and the global news division.
The identity, which it describes as 'clear and modern', will be applied to all network bulletins, continuous news channels, including News 24 and BBC World, and news programmes in Scotland, Wales, Northern Ireland and the English regions.
The revamp introduces subtle differences to the BBC News logo, which retains the rotating globe theme with a predominantly red background. The opening titles of regional news programmes feature the globe surrounded by pulsating rings colour-themed by region. In the new-look set-up, presenters sit behind an oval desk.
The changes were made after research conducted by the BBC Creative Futures team found that the broadcaster's news brand needed to be modernised. The BBC claimed that, given the level of choice consumers now have due to the proliferation of news providers and aggregators, it needed to increase its standout.
The umbrella brand is intended to ensure audiences know they are watching BBC News whichever platform they use to access it. 'We are confident it will make a difference as the branding will make it obvious you are watching BBC News,' said head of news Helen Bowden.
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