The rebrand will be supported by a series of new programme commissions that will be revealed at a season launch, to be hosted by CBBC creative director Anne Gilchrist, next month.

Programmes already confirmed for the autumn include real life adventure series Escape From Scorpion Island, Doctor Who spin-off The Sarah Jane Adventures and new online environment Adventure Rock.

Gilchrist said, "We are operating in arguably the most competitive market in broadcast. It is important that every part of our output evolves and innovates to keep pace with our audience.

"We are working towards a service which is platform neutral. Our audience does not draw the traditional distinctions between platforms and neither should we."

BBC Children's head of marketing and presentation Charlotte Fuller says, "There's some incredibly strong content coming through over the next year.

"Our marketing challenge is to link the new content and the already popular content such as Tracey Beaker, Shaun The Sheep and Raven back to CBBC to encourage a re-appraisal of the brand. The new campaign will reflect the DNA of the channel, that is engaging, innovative and infectious."

The new CBBC campaign has been created by the Children's BBC marketing team in association with Fallon and Red Bee.

Red Bee has created the new brand identity while Fallon have created the new trails that will run across the BBC.

MPG has developed the interactive promotional strategy that will promote CBBC online and on mobile phone handsets. The new look for CBBC will be revealed at the end of this month and will be on air from September.