The BBC has once again done a half million pound ($1 Million) renovation to their News division, changing and reinforcing their brand, and changing their look.

The BBC keeps refreshing their look based on the same basic idea that was concocted back in 1999, the beaming radio waves, spinning globes and the moving words. Oh the moving words.

So now, the BBC, asking for ‘Simplicity’ Lambie Nairn has provided the same answer as the designers of Special K did, plenty of white space to differentiate the product. As for the globe, instead of emitting radio waves, it is made of them.

The Telegraph seeks attention by saying the new look is nauseating, I wouldn’t go that far, but I don’t exactly like the new look. I would agree the look was a bit stale, but the new versions seem a bit strange.

What I do like is the brand changes. If you ever found yourself calling the BBC’s 24 hour news network ‘News 24′, or calling their 10pm News bulletin “The Ten O’Clock News’ the BBC wants to get rid of your kind. How? ‘BBC News 24′ is now called just ‘BBC News’, (which it should have been called all along) ‘24′ never matched the BBC’s other 4 numbered channels, so it makes sense to just call a spade a spade.

There is one problem however, being that nobody at the BBC knows what to call it. Is it BBC News, or the BBC News Channel? The website seems to be the centre of this confusion, and the word ‘channel’ reminds me of the ill fated ‘ITV News Channel’, so I think the BBC should avoid it at all costs. The other big change is that international channel, ‘BBC World’, is to be renamed ‘BBC World News’, the channel no longer contains as much general interest content like Top Gear, and it now tends to resemble BBC News with adverts, so it makes sense to have the change. Unfortunately the channel now has a terrible logo, but the name is good in my opinion.

Finally the 10 O’Clock News and the like are to be known as the ‘BBC News at Ten’ etc. All part of getting the ‘BBC News’ brand in your head, you see. It’s “dying” apparently, in a world of aggregated news where no one is sure where the source is.

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