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Digital Subscriptions > Doctor Who Magazine > 524 > LOGO-POLIS


Meet the man who piloted a police box in between the words ‘Doctor’ and ‘Who’…

PART TWO: The Smith/Capaldi Logo

Logo designer Tony Pipes asked himself, “What would the Doctor wear on his chest if he were a superhero?”

Tony Pipes has arrived with an A4 envelope. The contents unlock the secrets of the Doctor Who logo that accompanied the programme on screen from 2010 to last year’s Christmas Special.

Doctor Who Magazine is meeting Tony at the British Film Institute on London’s South Bank. It’s just around the corner from his current office, where he’s Executive Creative Director of ITV Creative. “We’re the in-house advertising agency for all of ITV,” he explains. “We look after all the on-air work, posters, press and all the branding as well. When I came over here, they were rebranding ITV and they poached me to work on it.”

He’s referring to the logo that was unveiled across all of ITV’s channels at the start of 2013. “What they had before was very corporate looking. It didn’t feel welcoming. The brief for us was to make it more human, and that’s why we went for a cursive, handwritten style, with more colour.”

Tony and his team were also responsible for the logos adorning ITV’s fantasy dramas Jekyll and Hyde and Thunderbirds Are Go, both of which debuted in 2015.

Before he moved to the broadcaster, he worked at Red Bee Media. “Red Bee was once part of the BBC,” he explains. “It used to be called Creative Services, but then they sold that arm. But it was still basically the agency for BBC marketing, so we did all the promos for their channels. For example, when Doctor Who came back in 2005, Red Bee made those original promotional films with Christopher Eccleston and Billie Piper.”

“They talked about magic, and it being an equivalent franchise to Batman, Superman and Star Wars.”

Tony’s original sketch of the Doctor Who symbol from 2009.
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About Doctor Who Magazine

Contents include: • Former Doctor Who showrunners Russell T Davies and Steven Moffat, and writers Jenny T Colgan and Paul Cornell, talk exclusively about their new Target Books • Production Notes from Russell T Davies • A tribute to the late Peter Miles, who played Davros’ assistant Nyder in 1975’s Genesis of the Daleks • The never-before-told story behind the creation of Doctor Who's 2010-17 logo • The history of Doctor Who releases from BBC Records and Tapes • Behind the making-of Infinity, a new Doctor Who video game starring Michelle Gomez as Missy and Ingrid Oliver as Osgood • DWM goes to the Gallifrey One convention in Los Angeles • Out of the TARDIS with impressionist Jon Culshaw • Christel Dee’s guide to cosplaying the Doctor’s distinctive orange spacesuit • Part One of The Clockwise War, a new comic strip adventure featuring the Doctor and Bill • The Fact of Fiction reveals the hidden depths to the 2015 Twelfth Doctor story Sleep No More • An interview with DJ and drummer Klaus Joynson, who has paid homage to Doctor Who in his album New Adventures in Time & Space • Previews, book and audio reviews, news, The Blogs of Doom, prize-winning competitions and much, much more!