CBBC announces rebrand

The BBC today confirmed plans for a complete rebrand of the children's channel CBBC.

The new look, to be unveiled at the end of the summer, will incorporate a new identity and logos designed to attract a wider audience of boys and girls aged six to 12-years-old.

It will be supported by a multi-platform launch campaign across the BBC and a series of new programme commissions that will be revealed at a season launch, to be hosted by CBBC creative director Anne Gilchrist, next month.

Programmes already confirmed for the autumn include real life adventure series Escape From Scorpion Island, Doctor Who-spin off The Sarah Jane Adventures and new online environment Adventure Rock.

Gilchrist said: "We are operating in arguably the most competitive market in broadcast. It is important that every part of our output evolves and innovates to keep pace with our audience. We are working towards a service which is platform neutral. Our audience does not draw the traditional distinctions between platforms and neither should we."

The new CBBC campaign has been created by the Children's BBC Marketing team in association with Fallon, the agency behind CBBC's new idents and Red Bee, which has created the new brand identity. The new look for CBBC will be revealed at the end of July and will be on air from September.

Charlotte Fuller, head of marketing and presentation, BBC Children's added: "There's some incredibly strong content coming through over the next year. Our marketing challenge is to link the new content and the already popular content such as Tracey Beaker, Shaun The Sheep and Raven back to CBBC to encourage a re-appraisal of the brand. The new campaign will reflect the DNA of the channel, that is engaging, innovative and infectious."