BBC America: Brand Identity

BBC America has a new look, created at L.A. design and branding studio mOcean. The identity package is built around this logo, known in-house as a "bull's-a," which "can be animated and treated in a variety of ways

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BBC America has a new look, created at L.A. design and branding studio mOcean. The identity package is built around this logo, known in-house as a "bull's-a," which "can be animated and treated in a variety of ways to express the personality and irreverence of the channel," says mOcean CD Dave Thomas. Besides on-air navigation and a series of IDs rolled out across all BBC America platforms, mOcean supplied a snappy new tag for the channel, "A little Brit different."

Speaking of a little different, the identity of mOcean itself (see the sharp logo in the PDF) is an objet trouvé of sorts. "Believe it or not, the logo and name were found at a garage sale," says  Michael McIntyre, who founded the company in 2000. "I was just forming what was to become mOcean and didn't have a logo or even a name figured out. I'd picked up a box of rusty tools at this old house in Venice, and at the bottom was this trippy circular saw blade. It had cool wavelike teeth, and inscribed around the inside ring was the text 'm. Ocean' — I'm not sure if the 'm.' stood for the manufacturer, and the blade itself was called 'Ocean' — but mOcean just sounded right on the money. And since the saw itself was so cool, we used it as the inspiration for the logo," which was adapted by his friends Jeff Smith and Al Quattrocchi of Tornado Design. "A little bit of kismet can go a long way in this world," McIntyre chuckles.

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About

Credits
Date
Feb 22, 2007
Creative Director:
Dave Thomas
Lead Designer:
Craig Oelrich
Designer:
Chris Williamson
Designer:
Earl Jenshus
Executive Producer:
Kevin Aratari
Producer:
Corey Schmidt
Client:
BBC America
Agency:
mOcean
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