BBC America refreshes look on-air, online


BBC America on Monday announced a new look for the channel -- including a new logo, on-air navigation and IDs -- designed by creative agency mOcean. In addition, the network will have a new tagline -- "a little Brit different" -- which "captures BBC America's aim of delivering U.S. audiences the highest-quality programming with a unique difference." The new look, which also will be reflected in a redesigned Web site at, will roll out starting Jan. 17. "After nine years in the American market, terrific reach and a loyal audience, we needed a fresh look," BBC America general manager Kathryn Mitchell said.