There are few people in the UK as popular as Dr. Who. This science fiction character has garnered popularity all over the world for decades now, making him a pseudo-celebrity and a great example of character branding in the UK. Like many characters, Dr. Who now has a new and modern logo design to represent him.
Rebranding is a complicated process for any business, but it is even more so for a cult classic such as this. A new logo design has to represent the show’s notable past as well as its present and future. It has to appeal to potential new fans without alienating the established base.
There are a few salient details that remain from the old logo design to the new one. The feeling of light flooding out from the design is clearly present, although the source of light is more clearly defined in the new logo. The blue and purple color scheme used in both is official and yet creative, with a sense of glowing light that meshes well with the overall design. A similar style of lettering is used in both designs as well, with a bold font that has creative details and stylized serifs. A black background is present in both logos as well.
The key difference between the new logo and the old is the fact that the new one uses initials rather than the show/character’s whole name. The assumption here is that people know exactly what DW stands for, which ties into the cult classic nature of the program. Further, the new logo is formed to resemble a three dimensional box instead of being a flat image. Placing the light on top of this box gives a sense of a beacon, which definitely ties into this UK favourite’s brand.
One other key difference is that the BBC’s familiar logo design is not present below the image. This assumes that most people know this is a BBC programme and already associate the two brands. On the other hand, it could also be a sign that Dr. Who will be shown on other channels in the near future. In other words, it could be an attempt to distance the two brands.
One possible reason to rebrand this programme is to attract a new viewing base. The logo design seems balanced in such a way that it is developed to appeal to an entirely new set of fans, while remaining similar enough to the old design that it won’t alienate the current viewers. If anything, the two designs could be used together for a short time to provide a smooth transition, as there is really no conflict between the brands presented by the two logos.
Regardless of the reasons behind the rebranding, there is one thing that it has going for it: simplicity. The new logo design is much simpler and thus more memorable. This is a huge advantage, especially for a television programme that is in daily competition with hundreds of other products. Logo designs are important for all businesses, but those in highly competitive markets must step up their game in order to leave their mark on their industry.