Military charity and media organisation BFBS creates new brand identity

From today, BFBS, the armed forces charity, broadcaster and media organisation, has introduced a new simplified brand hierarchy and identity.

To make things clearer for its military and other audiences, the charity and organisation – and its services to entertain, inform, connect and champion the armed services, their families and veterans – are all now known as BFBS.

This replaces the former naming and branding for the charity and organisation, which were called SSVC, while many of its services were branded BFBS.

Sub-brands of the business, such as CSE, Forces Cinemas and Forces Network will also no longer be named as such, and all these services will be part of BFBS.

The only exception is BFBS’ platforms with award-winning content about the armed forces for everyone from the serving military to the curious civilian, which will continue to be branded Forces in order to make them more accessible to a wider non-military audience. Forces now has a similar visual identity to BFBS to reflect the very close relationship between the two brands.

The fresh new identities for both the BFBS and Forces brands reflect the organisation’s commitment to delivering the kinds of media and broadcast services its audiences and customers will want in the coming years.

Simon Bucks, CEO, says:

“Over the years, a growing number of ‘brands’ had sprung up and we wanted to simplify and clarify things for our audiences, customers, stakeholders and staff – who all said BFBS is the name they know, respect and, in many cases, have an emotional attachment to based on their experiences of BFBS services and people when serving overseas and during operational deployments.

“We’re really excited about our fresh new look as it’s just the start of our future plans for our audiences, with our core values of quality, trust and going the extra mile unchanged.”

For more information, and to see our new brand identity please visit


Please contact / 0203 750 4176

Note to Editors:

About BFBS

BFBS is a military charity and broadcaster that entertains, informs, connects and champions the UK Armed Forces.

We bring entertainment, news, sport and information services to the military, their families and veterans worldwide. We spread happiness and keep people in touch, building morale among the military overseas – offering them a valuable connection to life back home, and a way to share experiences and build communities.

We are also the home of military content, championing the military by keeping their activities in the public eye on our Forces digital channels and on our national TV channel.

And our commercial services, which provide income for our charity, span training, digital and creative services and pioneering technology solutions that enable media and communication in the hardest to reach places.

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