THE BBC have been mocked for reportedly spending thousands of pounds on a new "modern" logo – that looks the same as the old one.
The new design appears to be virtually identical despite the broadcaster boasting of its makeover after viewers complained its services "looked old fashioned and out of date."
But audiences struggled to spot the difference between the old and new three iconic "BBC blocks", which The Sun exclusively revealed in July.
The updated logo uses a bespoke 'BBC Reith' font, aptly named after the corporation's first director-general.
Yet Brits weren't exactly blown away by the revelation that the letters 'BBC' are simply slightly smaller and sit in blocks with moderately bigger gaps between them.
The presenters of Good Morning Britain even joined in with the ridicule and burst into fits of laughter when sharing the new design with viewers.
They displayed the old and new logos side by side after Richard Madeley teased that the Beeb had opted for a "dramatic change".
"Can you imagine the designer going in and saying 'I think you'll like this'," he joked.
"Surely someone at the BBC who signed off on this and signed off on the publicity – because that's why we've got it – would have said 'They're going to laugh at us'."
Susanna Reid chimed in: "It's like something from W1A!"
Social media users were also taking the mickey out of the new modern look.
One wrote: "It's… It's the same."
"Wonder how many licence fees went into creating this little masterpiece," another added.
"BADLY EXECUTED"
A third joked they had simply "turned the sound down on the new BBC logo," from the previously bigger one.
It was earlier branded a "badly executed mock-up of the current logo" by TV analysts Clean Feed.
Insiders previously suggested taxpayers money was used to design it, with expenses thought to have run into tens of thousands of pounds.
But amid the fervent questions about how much it may have cost, eagle-eyed viewers clocked the mass unveiling wasn't synchronised across all of their programmes this morning.
However, the updated idents in between shows on BBC One, Two and Four, will begin to air from October 20.
The broadcaster also revealed new colourful logos and graphics for BBC Sounds, iPlayer, BBC Sport and BBC Bitesize.
The icons no longer incorporate the letters BBC, but instead incorporate three blocks which make up different symbols.
The Beeb have also overhauled their online services, making them easier to navigate.
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