Virgin 1 TV channel aims to brand the colour red

Virgin Media claims that it will “reclaim the colour red” with the branding for forthcoming entertainment channel Virgin 1. The logo, idents and “look” of the channel all aim to reassert the colour’s association with Virgin.

The company will use a large red “1” emblazoned with the Virgin signature icon as its logo. The on-air idents will extend it by showing the “force” of the giant “1” against other red objects such as a telephone box.

The branding was created by directing duo Conkerco, who teamed up with graphic designer Andrew Fairhurst to pitch for the account.

It is not known if Virgin Media Television’s incumbent agencies The Gallery or PHD Rocket or Virgin Media roster agencies Rainey Kelly Campbell Roalfe/Y&R and Rapier were also involved in the pitch.

VMTV is expected to launch an advertising campaign, which will be created by The Gallery and PHD Rocket, across a number of platforms closer to the launch in the autumn. Virgin 1 will be available on Freeview, satellite and Virgin Media.

VMTV handles the promotion of individual channels and programmes. It has seven wholly-owned channels and is a 50% partner in UKTV with BBC Worldwide.

Marketing Week revealed last year that the cable company was to launch a series of eponymous channels, following its rebrand from NTL/Telewest (MW November 16, 2006).