The broadcaster, whose channels include Blighty, Dave and Gold, will kick-off the campaign next week with a redesigned logo to run across the opening and closing credits of its programming, alongside co-branded consumer ad slots.
Darren Childs, UKTV chief executive, says: “The re-introduction of UKTV’s network brand enforces the value of our considerable scale and standing in the TV industry and will clearly guide our 42 million viewers through our programmes and channels, with the new network marque becoming a recognisable emblem of quality and creativity.”
The overhauled brand assets were designed by Landor Communications, with UKTV marketing director Simon Michaelides adding: “Imagination and challenging convention is at the heart of UKTV’s business so it was essential this was reflected in our new identity.”
The UKTV brand was rolled back in 2008 as the broadcaster embarked on a strategy of steadily rebranding its channels to “catch up” to where the programming has moved to according to Emma Tennant, UKTV’s controller, speaking at Media Guardian Edinburgh International TV Festival. Although in the same conference she did add that UKTV’s channel proposition “could be clearer.”