Regenerating the Doctor.
The brand for Doctor Who has undergone several transformations over the years, much like its Timelord protagonist. When the BBC set out to turn the iconic show into a global franchise, they needed a cohesive brand to support their ambition.
Together with the BBC Studios Brands Marketing and Insights teams, we developed the underlying strategy for the brand, defining its approach to key audiences, brand values and tone of voice.
Working with new Showrunner Chris Chibnall and Executive Producer Matt Strevens, we defined a new visual direction for the brand. Our focus was to capture the magic of 44 years of The Doctor whilst embracing the excitement of the next chapter with Jodie Whittaker as the new Doctor.
Past, present and future.
In a first for the brand, this new identity was used across all Doctor Who content and merchandise — past, present and future — increasing brand equity with their audiences everywhere.
To ensure greater versatility of the logo design, we proposed a tool that allowed the logo to be scaled up and down without changing the size of the BBC blocks.
A simplification of our master background was created into a pattern, using 4 individual modules to create a multitude of varying patterns.
Proudly created by Littlehawk for BBC Worldwide and BBC.
Sonic branding created by Matthew Herbert.