I had been going to blog about the need for a cool modern (what a few years ago would have been a Cool Britannia) logo for the show. SOCA beat me to the logo and the BBC beat me to the analysis.
"It’s not our policy to comment on the logo or the agency itself, we want to keep a low profile," says a spokesman according to the BBC. So why the big launch then? Or does saying that start to build the mystique?
The expert at the Beeb says it’s a butch logo but a cat is more than brute power. It’s agile, it has a reputation for cunning, for landing on it’s feet, for speed, for being sleek and possibly not a good analogy toying with it’s prey. The cat on that logo isn’t Tom chasing Jerry it’s a serious hunter.