As part as the BBC's plan to move BBC Three online on 16 February the new logo was launched on 4 January 2016. According to BBC Three's head of marketing Nikki Carr, each pillar has meaning as she states, "The first is 'make me think'... The second is 'make me laugh'... The third, the exclamation mark, is 'give me a voice', which is what we will do for young people.".
On September 29, 2016, the BBC experienced a widespread rebrand affecting its TV Channels, Departments, and Online Content. With those changes, BBC Three became a subscription-only counterpart of BBC iPlayer, setting itself against Netflix and Amazon Video.