Branding for the BBC

Client: BBC Academy
Branding work

BBC Academy branding work

Having been chosen to work on this project from a selection of three agencies, we first attended one of the Leadership Programme’s training sessions in order to get a good feel for the style and ethos of the course. This proved to be really useful, as did conversations with the course directors and leaders.

Key underlying messages were identified from this – namely, confident humility, orchestrating and confidence. One of the key ideas behind the choice of using an image of ‘orchestration’ for the brand came from a story of Duke Ellington, who built one of the most successful jazz orchestras of all time by recruiting musicians who were better than he was – an excellent example of good leadership.

From this, we developed two distinct designs, one using hands, and one using the motif of a bird with a hand underneath. After much debate, they chose the ‘hands’ design, but a few months later, the BBC came back to ask if they could also use the bird motif for another department within the BBC Academy – Personal Development. So a ‘first’ for Morse-Brown Design, when all of the designs carried out for a branding project were purchased by the client. Smiles all round!