The BBC has unveiled the branding for the iPlayer, its free, on-demand programme-download service.
The logo incorporates the BBC's block-letter motif and the word iPlayer in bright pink.
The 'i' in iPlayer is in a triangular shape to resemble the symbol commonly used to denote the 'play' button on electronic devices.
It launches in the UK on 27 July, initially offering 400 hours of downloadable programming each week.
The identity was created by The Partners, which was briefed to devise a name and look that would differentiate it from similar services offered by rival broadcasters.
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