4 Feb 2022

A new brand for BBC Three

Superunion collaborates with BBC Creative, BlinkInk and Ghost VFX to create new identity for BBC Three. 

BBC Three is now on TV. Six years after it left. 

The channel gives young people (16-24 year olds) a place that's exclusively their own. 

Captain, Spider and Pointer are the three characters forming BBC Three's new identity. The three bold and unconventional hands are the brain-child of a BBC Creative and Superunion collaboration. 

These three mates make the channel feel unique, a welcoming place to hang out with like-minded people, free from judgement and have a laugh. The trio walk, dance, point, irreverently observe what's going on in popular culture and young people's lives. 

Working with BBC Three's controller and the marketing team, BBC Creative and Superunion ensured the trio entertainingly embraced the channel's ethos and brand positioning. That youth is a badge of honour to be embraced and never derided. 


To develop the three characters and their humour BBC Creative and Superunion collaborated with Rob Strange, BlinkInk and Ghost VFX. Rob brought depth and characterisation to establish the three distinct personalities - each with their own movement and mannerisms. Two forms of idents were developed, quick two second openers and closers which bookend the channel's promos, seeing quick playful stories unfolding. And longer form continuity idents giving time for the audience to enjoy the individual characters, as we see them explore, try stuff out, misbehave and have a good time in their own green world. 

Susan Ayton, Creative Director, BBC Creative, said: "Pointer, Captain and Spider are three friends who are as eclectic, funny and entertaining as the channel they represent. They've been a dream to discover and bring to life. It's a delight to hang out with all three of them and I can't wait to see what they get up to in the future."

Stuart Radford, Executive Creative Director, Superunion, said: "For a brand like BBC Three, something irreverent and unconventional was demanded. As always, it's been a privilege to collaborate with BBC Creative to develop an iconic and attitudinal idea, fit for a young discerning audience. Working with Rob Strange, BlinkInk and Ghost VFX was a transformative part of the process, literally bringing to life three unapologetically unique personalities in a world where they are free to explore, free to play and ultimately free to just be themselves!"

Robert Strange, Director, BlinkInk, said: "It's been a real trip directing the hands on their disruptive journey through the world of BBC Three. They're a gloriously immature comic trio you can get totally lost with. The more time I've spent with them, the more I've had to wonder - am I directing the hands? Or are they directing me?"