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A new optimistic channel from the BBC for Scandinavia, a place of contrasts, of dark and light - this is 'The Bright Side'.

Our strategy for BBC Nordic / Nordic+ is built on insights from our Scandinavian audience and their culture and the channel programming. Conceived to capture the multi-faceted nature of the channel, the brand idea ‘The Bright Side’ conveys intelligence, wit and contrast.

Deeply rooted in strategy, the brand identity and on-air package reflects the brand idea and accompanying brand pillars.

The principles: ‘Bright Entertainment’, highlighting the channel's spark and optimism. ‘Warm Connections’ to celebrate the affinity that exists between the UK and Scandinavia. ‘Illuminating Moments’ to foreground the enlightening documentaries our audiences love. ‘Cultivating Contrasts’, as contrasts accentuate the emotional appeal of BBC Nordic's spectrum of programming - this is also neatly suggestive of the principle that where there is brightness, there is darkness too, speaking to the seasonal extremes of the region.

We also developed TOV principles for the channel - ‘Sparky’, ‘Welcoming’, ‘Curious’ and ‘Passionate’, which will influence all messaging throughout the brand - and taglines ‘Welcome to The Bright Side’ and ’The home of the brightest factual and feel-good TV.’

Sarah Johnson, Lead Creative at BBC Studios Creative EMEA:

“BBC Studios have worked closely with the team at weareseventeen to bring BBC Nordic and BBC Nordic+ to life. Using our audience insight driven Creative approach, coupled with weareseventeen’s strong design expertise, together we’ve built a bright, warm and inviting brand identity across all platforms. We are delighted that it’s visually striking and reflects the full spectrum of content now available to our audience across the Nordics”.