This is an HTML version of an attachment to the Freedom of Information request 'Branding'.



BRAND AND DESIGN GUIDELINES
Commercial initiatives and their promotion based on 
BBC branded programmes owned by independents
October 05
bbc.co.uk/branding/guidelines
http://mcanda.gateway.bbc.co.uk/branding/pdfs

INTRODUCTION
This document provides brand and design guidelines for commercial initiatives and
promotional campaigns based on programmes or content commissioned by the BBC
from independent producers, and licensed for broadcast by the BBC.
Consumers strongly associate these initiatives and campaigns with the BBC, so it is
important that these work together to build and protect the BBC brand.

link to page 8 link to page 6 link to page 5 link to page 0 link to page 9 link to page 11 link to page 9 link to page 12 link to page 13 link to page 14 link to page 15 link to page 16 link to page 17 link to page 19 CONTENTS
01
THE BBC BRAND 
12
PROMOTIONAL CAMPAIGNS
Values and principles that determine the behaviour of the
Policy and design guidelines for advertising and promotional
BBC brand in a commercial environment
campaigns
02
CHECKLIST AND CONTACTS 
13
INITIATIVES AND PROMOTIONS WITH A THIRD PARTY
Reminder of stages you must comply with, and the BBC
Policy and design guidelines for commercial initiatives involving
departments that can assist you
third-party brands
03
THE BBC BLOCKS
14
Joint promotions
16
Sponsorship
Guidelines for use of the BBC blocks (master logo)
05
COMMERCIAL INITIATIVES
Policy and design guidelines for the development of
commercial initiatives
06
Products – books, DVDs, videos, CDs and CD-Roms, etc
06
Programme branded
08
Compilations, not BBC branded
09
Merchandise
10
Events
11
Competitions

link to page 3 link to page 3 link to page 5
01
THE BBC BRAND
WHAT'S THE BBC FOR?
It's for every stage of life. For all 59 million of us. 
For knowledge. For fun. For balance. 
For inspiring broadcasting professionals to inspire audiences. For connecting people in ways that transcend borders and push back
the boundaries of technology.
Uniting all this rich activity is a simple visual language, at the heart of which are three little branding blocks. They've come to stand
for creativity, quality and integrity.
There's only one BBC. Please help us to look after it.
COMMERCIAL BRAND POLICIES 
In a commercial environment, the BBC brand’s behaviour is regulated through a rigorous compliance programme.Two of the core BBC brand
values mentioned above – quality and integrity – help us define the commercial brand policies that manage our brand.
Commercial initiatives and promotional campaigns:

Must not imply that the BBC endorses or promotes an outside
organisation or its activities.

Must not bring the BBC or the brand into disrepute.

Must not imply that BBC editorial decisions are influenced by

Must add value to the brand and consumer.
commercial interests.

Must separate public and commercial activities.

Must not imply that consumers need to buy anything to gain

Must maintain the highest quality standards across 
access to public service programming.
all production.
BACK
CONTENTS
FORWARD

link to page 3 link to page 6 link to page 0 02
CHECKLIST AND CONTACTS
YOU NEED TO:
05 Comply with these Brand and Design guidelines and have
approval from the BBC for every approval stage
01 Comply with the Programme Production agreement
mentioned in this document

The full text can be found at: bbc.co.uk/commissioning/structure
06 BBC contacts
02 Comply with the Trade Mark Licence (incorporated in the
Throughout these guidelines we refer to “your BBC contact”,
Programme Production agreement or issued separately)
who will be one of the following:
Anything using BBC trade marks (including stills, clips, etc)
For rights licensed via independents:
produced by a third party outside the BBC group must be 
Commercial Manager Publishing,Video & Merchandising
pre-approved by the BBC and – unless otherwise agreed – 
BBC Commercial Agency
must carry a trade mark/copyright notice.
G104 White City 1
201 Wood  Lane
03 Use original artwork/logos from the BBC
London W12  7TS
Telephone: 020 8752 5938
All logos and artwork mentioned in these guidelines are
available on Gateway, the BBC intranet. Please liaise with your
For rights licensed via BBC Worldwide:
BBC contact.
Fair Trading  Executive
BBC Business & Legal Affairs
04 Comply with relevant Editorial Policy and Fair Trading
Woodlands
guidelines
80 Wood  Lane
London W12  0TT
This document provides only a policy summary of the Editorial
Telephone: 020 8433 2552
Policy and Fair Trading Guidelines.The full texts can be found on
bbc.co.uk:

Editorial Policy guidelines (Producer’s Guidelines):
bbc.co.uk/info/policies/producer_guides

Fair Trading  guidelines:
bbc.co.uk/info/policies/commercial_guides
BACK
CONTENTS
FORWARD

link to page 5 link to page 3 link to page 7 03
THE BBC BLOCKS 
We refer to the BBC master logo as the BBC blocks. This device holds together the entire BBC brand portfolio
and, as an icon, it quickly and effectively expresses everything that is BBC. It is our most valuable visual asset.
PRINCIPLES

The initials BBC and the BBC blocks are trade marks of the British
Broadcasting Corporation and the copyright in the logo belongs to
the BBC.

You must have a trade mark licence to use them (see page 02).
DESIGN GUIDELINES
The BBC blocks must:

be reproduced from original files provided by the BBC – please
liaise with your BBC contact

not be changed or distorted in any way

always appear horizontally – not stacked or turned on their side

not be embedded in text or sentences

not be used as a pattern or as a design feature
BACK
CONTENTS
FORWARD

link to page 3 link to page 8 link to page 6 04
THE BBC BLOCKS 
Colour

The BBC blocks may be reproduced in BBC blue, white or 
black only.

The BBC blue reference is Pantone 2767. (If you are not using
Pantone, match the final product to the Pantone reference.)
Background

The logo must be clear and legible. Use the most visible colour
version against a background. Note that the background appears
through the letters.
Exclusion zones
X

The minimum exclusion zone is half the width of a single block.
0.5 X

In some instances additional exclusion zones are required.These are
X
mentioned throughout this document.
0.5 X

Third-party logos should be placed at an appropriate distance from
BBC logos.
0.5 X
0.5 X

The BBC reserves the right to request that third-party logos be
positioned further away from BBC logos than the minimum
exclusion zone.
Minimum size
Minimum size

The minimum size for the BBC blocks is 10mm wide.
10mm
BACK
CONTENTS
FORWARD

link to page 3 link to page 9 link to page 7 05
COMMERCIAL INITIATIVES
Policy and design guidelines for the development of commercial initiatives based on BBC programmes owned 
by independents.
PRINCIPLES

The use of any BBC logos or brands in any way other than stated
in these guidelines must be approved by the BBC. Please liaise with

Refer to and comply with COMMERCIAL BRAND POLICIES
your BBC contact.
(page 01).

The product should be of genuine added value to the brand,

The BBC must be consulted on the timing of the release of the
created explicitly from the intellectual content of the BBC
product. Please liaise with your BBC contact. (For a BBC
programme, or of a novelty nature serving to promote the
Worldwide product, refer to Publishing Guidelines.)
programme or brand.

The licensee takes responsibility for the quality of the product.

It must be clear that the product is not manufactured by the BBC.

The BBC reserves the right to approve the content and the quality

The manufacturer’s logo must appear on the product. It must be
of anything which carries the BBC brand.
prominent in size in relation to BBC branding.

The product should be in line with the editorial values of 

Commercial trails may not be featured within a product.
the programme.

The product must communicate with its target audience in an
appropriate way.
BACK
CONTENTS
FORWARD

link to page 3 link to page 10 link to page 8

06
COMMERCIAL INITIATIVES
PRODUCTS: PROGRAMME BRANDED
This guideline applies to books, DVDs, videos, CDs, CD-Roms, magazines, games, etc featuring content or
programme material commissioned and licensed by the BBC.
PRINCIPLES
BBC stamp for independents

Refer to PRINCIPLES (page 05).
Independent production stamp 1
DESIGN GUIDELINES – front cover
As seen on BBC
As seen on BBC
As seen on BBC

The product must use the appropriate BBC stamp for independents.

It must use only one of these stamps.

The stamp must be clear and legible.
Independent production stamp 2

The stamp may be reproduced in black or white only.
As heard on BBC
As heard on BBC
As heard on BBC

The stamp must be positioned at the bottom left or bottom right.

No other BBC logos may be used.

For artwork please liaise with your BBC contact.
Minimum size
Size of the stamp
As seen on BBC
As heard on BBC

The size must be in proportion to the size of the product.
minimum width 
minimum width 
16mm
16mm
BACK
CONTENTS
FORWARD

link to page 11 link to page 3 link to page 9 07
COMMERCIAL INITIATIVES
PRODUCTS: PROGRAMME BRANDED
Programme stills 
Trade mark/copyright notice

The product may use programme stills in consultation with the

You must include the correct trade mark/copyright notice unless
BBC. Please liaise with your BBC contact.
otherwise agreed with your BBC contact.

The stills should reflect the programme content and the amount of
In addition:
programme content featured within.

Wording on packaging should not imply that a programme is
DESIGN GUIDELINES – back cover and spine
“exclusive” to a retailer.The wording may state: “this product 

BBC logos and brands must not be used on the back cover 
is exclusive to X-brand”.
or spine.
BACK
CONTENTS
FORWARD

link to page 3 link to page 12 link to page 10 08
COMMERCIAL INITIATIVES
PRODUCTS: COMPILATIONS, NOT BBC BRANDED
This guideline applies to books, DVDs, videos, CDs and CD-Roms featuring some content or programme
material commissioned and licensed by the BBC, where the product is not named after a BBC brand.
PRINCIPLES
Trade mark/copyright notice

Refer to PRINCIPLES (page 05).

You must include the correct trade mark/copyright notice unless
otherwise agreed with your BBC contact.
DESIGN GUIDELINES – front cover
Programme stills 

BBC logos or brands must not be used.

The BBC must not be mentioned in text.

The product may use stills from programmes featured within.

The stills should reflect the programme content and the amount of
DESIGN GUIDELINES – back cover
programme content featured within.

BBC logos or brands must not be used.
In addition:

The BBC may be mentioned in a text reference as follows:
“as seen/heard on the BBC” or “as first seen/heard on the BBC”.

Wording on packaging should not imply that a programme is
“exclusive” to a retailer.The wording may state: “this product 
is exclusive to X-brand”.
BACK
CONTENTS
FORWARD

link to page 3 link to page 13 link to page 11 09
COMMERCIAL INITIATIVES
MERCHANDISE
This guideline covers toys, foodstuffs, stationery, gifts, etc.
PRINCIPLES 
Size

Refer to PRINCIPLES (page 05).

The text should be no smaller than 4pt.

The BBC blocks must be no smaller than 10mm wide.
DESIGN GUIDELINES – merchandise independent 
licence artwork
Position and exclusion zones

You may use BBC branding with approval from Marketing Strategy.

The exclusion zone between the two elements is half the width 
Please liaise with your BBC contact.
of a BBC block.

The licensee must generate artwork combining the BBC blocks

The exclusion zone around the artwork is the width of a 
and the programme name or character name.
BBC block.

Refer to THE BBC BLOCKS (pages 03–04).
Merchandise independent licence artwork

The artwork may be positioned anywhere on the merchandise
except on the front cover of any packaging. Please liaise with your
X
BBC contact.
Programme name / character name on BBC
0.5 X

The text of the artwork should read: “Programme name / character
X
name on BBC”.
X

The BBC blocks should be centred beneath the text.
X
X
X

The artwork should not be given undue prominence.
Trade mark/copyright notice

It should be in proportion to the size of the product.

It should be in proportion to other branding.

You must include the correct trade mark/copyright notice unless
otherwise agreed with your BBC contact.
BACK
CONTENTS
FORWARD

link to page 3 link to page 14 link to page 12 10
COMMERCIAL INITIATIVES
EVENTS
This guideline covers policy and branding guidelines for events.
PRINCIPLES

Refer to PRINCIPLES (page 05).

An event is considered as an extension of the programme on
which it is based, and must have approval from the Brand
Marketing Manager, Editorial Policy and Marketing Strategy. Please
liaise with your BBC contact.

The event must be in line with the editorial content and values of
the BBC brand it is based on.

The event must communicate with the target audience in an
appropriate way.
BACK
CONTENTS
FORWARD

link to page 3 link to page 15 link to page 13 11
COMMERCIAL INITIATIVES
COMPETITIONS 
This guideline covers competitions inspired by a BBC brand.
PRINCIPLES

You must have approval from the BBC to use the BBC brand for a
competition. Please liaise with your BBC contact.

Refer to PRINCIPLES (page 05).

A competition should enhance the brand and add value to 
the consumer.

It should be in line with the editorial content and values of the 
BBC brand.

It should not be advertised on television, radio, online or mobile
phone (including text).

It should be a game of skill or judgement appropriate to the 
target audience.

The competition should not use scratch cards.

The level of difficulty should be in line with the value of the prize.

Prizes should not be excessive.

Cash prizes should be avoided.

The competition must comply with the Lotteries and 
Amusements Act.
BACK
CONTENTS
FORWARD

link to page 3 link to page 16 link to page 14 12
PROMOTIONAL CAMPAIGNS
Policy and design guidelines for on-air and off-air promotional campaigns which promote commercial initiatives
featuring content or programme material commissioned and licensed by the BBC.
PRINCIPLES
DESIGN GUIDELINES

Refer to and comply with COMMERCIAL BRAND POLICIES

The campaign must not use BBC logos.
(page 01).

It must not refer to the BBC in text or audio.

The BBC must approve anything which carries the BBC brand.

It may feature a product (with approved BBC branding) on the
Please liaise with your BBC contact.
promotion, as long as the BBC branding is not prominent.

The campaign should be in line with the editorial values of the

It may use programme stills and footage in consultation with the
BBC brand and content being promoted.
BBC. Please liaise with your BBC contact.

It must communicate with its target audience in an 

Programme footage and stills should reflect the content featured
appropriate way.
within the product.

It should not promote competitions.

Programme footage and stills should be kept separate from

It must comply with the Advertising Standards Authority 
commercial messages.
and Ofcom.
Other

It should not imply that the product is exclusive to a single retailer.


‘Spam’ and unsolicited viral campaigns should not be used. For
New footage may be created.
guidance please liaise with your BBC contact 

Existing content should not be re-created.

Wording on the promotion should not imply that a programme is

Content must not mimic or parody programme content.
exclusive to a retailer. The promotion may state: “this promotion is

Signature jingles or anything resembling them must not be used.
exclusive to X-brand”.

Talent featured in the programme should not be used in
promotional campaigns. For specific requests please liaise with your 
BBC contact.
BACK
CONTENTS
FORWARD

link to page 3 link to page 17 link to page 15 13
INITIATIVES AND PROMOTIONS WITH A THIRD PARTY
Policy and design guidelines for the development of commercial initiatives and promotional campaigns involving
third parties: joint promotions and sponsorship.
All proposals must be approved by the Brand Marketing Manager,

The BBC should not partner with religious bodies, political
Editorial Policy and Fair Trading (through Marketing Strategy). Please
organisations, pressure groups or lobby groups.
liaise with your BBC contact. BBC Worldwide must have approval

The BBC should not work with companies involved or associated
from the BBC Worldwide Fair Trading contact.
with tobacco, pornography, guns, escort or marriage agencies,

Refer to and comply with COMMERCIAL BRAND POLICIES
gambling, promotion of the occult, family planning, pharmaceuticals.
(page 01).

The BBC should not partner with fast-food or unhealthy food
companies or products when children’s programmes or brands 
PRINCIPLES – choosing a third party/partner 
are involved.

The third party should be appropriate to the editorial values and

Careful consideration must be given to any association with a
target audience of the BBC brand.
charity.The BBC normally supports its own charities. Any exception

The BBC has a non-exclusive relationship with third parties.
must be agreed by the BBC’s Appeals Advisory Committee. Please
A third party must not be used consistently; opportunities to work
liaise with your BBC contact.
with other partners should be sought.

The length of a promotion with a partner should be no longer
than three months.
BACK
CONTENTS
FORWARD

link to page 3 link to page 18 link to page 16 14
INITIATIVES AND PROMOTIONS WITH A THIRD PARTY
JOINT PROMOTIONS
This guideline applies where the licensee works with a third party to develop a campaign which jointly promotes a
BBC branded product and the third-party brand.
Examples of joint promotions are:
DESIGN GUIDELINES – commercial initiatives

a free DVD with a magazine
For promotional products that incorporate BBC content:

a competition to win a DVD if a magazine is purchased

The first episode of any series being promoted must have 

a special price offer for a product by a retailer
been broadcast.

collecting tokens to redeem a product at a retailer

A minimum of 75% of the material must have been released
PRINCIPLES
commercially and be available to the public.

A maximum of 25% of the material does not need to have been

Refer to PRINCIPLES (page 12) and PRINCIPLES – choosing a
commercially released or available to the public, but must have
third party/partner (page 13).
been previously broadcast by the BBC.

The BBC must be consulted about the proposal and its timing.

For products follow guidelines on pages 05–08.
Please liaise with your BBC contact.

For merchandise follow guidelines on page 09.

It must comply with Joint Promotion Guidelines available at

For events follow guidelines on page 10.
bbc.co.uk/commissioning.

For competitions follow guidelines on page 11.
BACK
CONTENTS
FORWARD

link to page 3 link to page 17 link to page 19 15
INITIATIVES AND PROMOTIONS WITH A THIRD PARTY
JOINT PROMOTIONS
DESIGN GUIDELINES – promotional campaigns

Refer to PRINCIPLES (page 14) and DESIGN GUIDELINES
(page 12).
In addition:

The campaign may use content from books associated with a
programme but should not reveal a storyline or crucial plot before
the programme is broadcast.

Magazines and newspapers may serialise a book, but should 
not reveal a storyline or crucial plot before the programme 
is broadcast.
BACK
CONTENTS
FORWARD

link to page 3 link to page 18 16
INITIATIVES AND PROMOTIONS WITH A THIRD PARTY
SPONSORSHIP
This guideline applies when a third party sponsors a BBC event.
PRINCIPLES
DESIGN GUIDELINES

This guideline applies to events only. Sponsorship of all other

Refer to EVENTS (page 10) or PROMOTIONAL CAMPAIGNS
commercial initiatives will be considered on a case-by-case basis.
(page 12).

Refer to and comply with PRINCIPLES – choosing a third party

Sponsorship is acceptable for an entire event or part of an event.
(page 13).

It must be clear that the event is sponsored, not the original

The BBC must be consulted about the proposal and its timing.
service, brand, programme, etc.
Please liaise with your BBC contact.

The sponsor’s name/brand must not be included or added to the

A sponsor may not have editorial input, only financial.
event’s brand.

Only events should be sponsored (except for BBC Worldwide
– Incorrect: “The X brand Radio Times Lecture”
which may also sponsor books).
– Correct: “The Radio Times Lecture sponsored by X brand”

Sponsorship by a corporate brand is more suitable than

An event may not be described as “brought to you by” or
sponsorship by a consumer brand. (For example, Ford rather 
“presented by” the sponsor.
than Ford Focus.)

It should be clear that it is a BBC event.The sponsor’s logo must

Sponsors may pay for, produce and distribute publicity material
not be more prominent or greater in size than the BBC branding.
related to the event.The message should focus on the event, not

The sponsor’s logo must be separate from BBC brands and content.
the sponsorship.The message must not suggest that the sponsor is

No sponsorship is allowed for events connected with news,
putting on the event. All such material must be approved by
current affairs or consumer advice, or any programme broadcast
Marketing Strategy. Please liaise with your BBC contact.
on BBC premises.

Verbal mention of sponsorship should be made only once, for

For further information refer to Editorial Policy. Liaise with your
example “sponsored by X brand”.
BBC contact.

For off-air materials, traditionally the sponsor’s logo is less

A sponsor may run a competition to publicise its involvement in 
prominent and appears at the bottom of the page.
an event. See PRINCIPLES (page 11).
BACK
CONTENTS