BritBox refreshes brand logo and introduces new motion system
BritBox, the leading streaming service for British television in North America, Australia and the Nordics, collaborated with Sibling Rivalry to refine a new brand identity. The rebrand is centred around a modernised logo as well as new motion and audio branding.
Independent creative company Sibling Rivalry sought to evolve rather than reinvent the brand. The revised logo offers the same typeface but adds weight for a bolder look. Most notably, BritBox steps away from a stereotypically British red and blue duotone and towards a single light blue logo with an expanded colour palette. This shift aims to create a modern, curated and connected feel.
“This refreshed identity strengthens the clarity and confidence of the BritBox brand,” BritBox brand and creative VP, Abby Elkin, says. “What stands out most are the ways the new identity captures our perspective and highlights the wit, charm, and nuance that define British storytelling. It sharpens our voice and creates much-needed cohesion for our audiences across the consumer journey.”
This shift away from the traditional Union Jack colours follows on from its “See It Differently” launch in spring 2025. The campaign worked to push against British stereotypes to showcase the breadth of British genres as a perspective, not just a place.
The new visual system takes the “box” from the dot of the logo’s “i” and turns it into a framing device. The box serves as a portal, framing characters, moments and key UI elements. This gives BritBox a signature in marketing without always needing the logo present. Adding motion elements brings the box to life and syncs with audio, capturing the smart and inviting essence of BritBox. In the motion system, the box device moves along the BritBox wordmark before resting above the “i.”
A refreshed sonic logo, made by composer Joel Pickard, is a short, memorable string instrument sequence. The sound was designed to leave viewers with a feel-good sensation that stays confidently British. BritBox also expanded its sonic toolkit for promotions and product moments.
