BBC America’s New Branding Designed To 'Be Brit-ish'

BBC America Branding Top Gear
The 'Top Gear' guys start a new season on the Brit-ish BBC America (Image credit: BBC America)

AMC’s BBC America network is being refreshed with new graphics and proper promos that tell viewers that the channel isn’t British, but "Brit-ish."

The new look launches Sunday, when BBC America will premiere Season 30 of Top Gear.

“We’re excited for BBC America to stand out in a bold new way through our new refreshed brand design” said Kevin Vitale, senior VP, creative and campaign marketing, AMC Networks. “Our acclaimed programming and entire slate will get the wonderfully brilliant, bold, and sharp-witted benefits of being Brit-ish that our audiences have come to know and love.”

A joint venture between AMC Networks and BBC Studio, BBC America features Doctor Who and Killing Eve. Upcoming on June 5 is a new Meerkat Manor: Rise of the Dynasty narrated by Bill Nighy. On Saturdays, the network has a Wonderstruck natural history block that will include Attenborough’s Journey and China: Nature’s Ancient Kingdom in May.

“This new refreshed work around our BBC America brand recognizes a British sensibility given a distinctly American twist that allows our unique ‘Brit-ish-ness’ to shine through,” said Blake Callaway, general manager of BBC America

Agencies involved in the campaign’s development include strategy work by BigSmall and design by BigStar.

Jon Lafayette

Jon has been business editor of Broadcasting+Cable since 2010. He focuses on revenue-generating activities, including advertising and distribution, as well as executive intrigue and merger and acquisition activity. Just about any story is fair game, if a dollar sign can make its way into the article. Before B+C, Jon covered the industry for TVWeek, Cable World, Electronic Media, Advertising Age and The New York Post. A native New Yorker, Jon is hiding in plain sight in the suburbs of Chicago.