BBC Three is moving online from February 16th, and to mark the occasion, it's unveiled a new logo.
It's quite a departure from the old one, featuring what look like Roman numerals and an exclamation mark.
Many people said it looked like something from BBC comedy 'W1A', which satirises life at the broadcaster. But the Beeb is in on the joke, so much so that it made its own 'W1A' parody to launch the logo.
The subject of a satire parodying its own send-up. Meta.
According to the Niki Carr, the BBC's head of marketing, it doesn't matter that the logo doesn't explicitly say BBC Three. "Look at Snapchat," she wrote in a blog post. "They're doing okay without having Snapchat in their logo."
She went on: "BBC Three's logo hasn't changed in eight years, so in an age of smartphones we needed a whole new system that fits the digital world, not something analogue just shoehorned into it. We needed to develop something that worked on a TV screen and as an app icon."
Apparently the three pillars of the logo represent three tenets of the channel: make me think, make me laugh, and give me a voice. This is "what we will do for young people," Carr wrote.
"We will make young people part of what we do through shows like 'Is This Rape?' but also make them part of decision making and include them as content creators," Carr wrote. "In the next few weeks we will launch a collaboration with 50 young creatives who will be working with us to offer insight and make things with us."