More than a logo

You've spent months researching, coming up with ideas, designing, developing, developing some more. You've likely had the moment where it's midnight and you're on the verge of a career change because your designs are just not working, then a slight change of colour or adapting the shape makes you love design again. Then you're happy, your team are happy, your clients are happy, all that’s left if for the big reveal.

Hours, weeks even months of your hard work is then out there for everyone to judge, and boy do they…time for a career change again?

Everyone has an opinion, which is great, but people are sometimes too quick to share their opinion or judge something without knowing the facts. Take the new CBBC logo for instance – launched this week to criticisms from everyone far and wide, national news papers are writing about it, social media is filled with comments as people turn on the TV and see it for the first time, but has anyone looked beyond the TV screen?

We need to remember, we don't watch TV like we used to. Its more about a wider digital landscape where we access content online, on catch ups, through apps, on our phones. And in the case of CBBC there's so much more additional content available online over and above the programmes we watch. So re-branding needs to work across all of these channels, and in our opinion that’s exactly what the new CBBC identity does. It's fun, engaging and playful – which is exactly what the audience wants.

Logo's are not just about a static image, more and more brands are looking to create dynamic identities which can adapt to the environment they're in. Think Channel 4,  AOL, SKY, all of these brands adapt their identity to fit the moment, the audience and the environment.

Remember the uproar when Starbucks removed their name from the logo, and now no one cares as they've lived with it and can't imagine it another way. Over time everyone will learn to love the new CBBC logo, and will probably look back and consider how outdated their old one is. So maybe it's more about people criticising change rather than the new identity.