UKTV, owners of TV channels Dave, GOLD and W, is hoping to increase audience awareness of its growing slate of original commissions through the use of new onscreen branding.
The network started life in 1992 with UK Gold, a channel which mainly broadcast shows from then shareholders BBC and Thames Television, and now operates ten channels plus its own widely available on demand service, UKTV Play.
In recent years the firm has sought to move away from relying on cheaper repeats and invested heavily in a range of new commissions including a revival of Red Dwarf, Dara O Briain’s Go 8 Bit, Crackanory and a raft of original sitcoms, including Henry IX from legendary comedy writers Dick Clement & Ian La Frenais, and Zapped! which stars Inbetweeners actor James Buckley and is returning for an expanded second series, and political chat show Unspun with Matt Forde.
This investment has helped drive audiences to record levels and boosted the firm’s revenues.
To help draw attention to its range of original, first run shows, the firm’s in-house agency, UKTV Creative, has created new onscreen branding featuring a handcrafted logo drawn by award-winning hand lettering artist, Alison Carmichael.
Briefed by chief marketing officer Zoë Clapp, the new branding will premiere on W, on Monday 4 September ahead of the first episode of The Davina Hour.
Peter Allinson, head of design at UKTV said: “Being able to bring content like this to life, in-house is truly rewarding.
“And working with the hugely talented Alison Carmichael provided us with an additional opportunity, to create a beautiful and truly bespoke logo.
“The result is a confident wordmark that feels crafted and authentic, like a stamp of approval or a signature.”
Clapp added: “Branding our content in this way will make it clear that UKTV Originals are made exclusively for our network.
“The new branding and sonic will open and close every UKTV Original show, helping to develop our reputation as a commissioner of popular and award-winning original content.
“UKTV Creative have designed a beautiful identity with real personality that works perfectly for UKTV Original productions.
“It signifies an important next step for the business and highlights our support for British creativity and our passion for creating high quality, engaging shows for viewers.”
“We’re all really looking forward to seeing the new UKTV Originals identity on-screen alongside brilliantly creative shows including, The Davina Hour, Taskmaster and Murder on the Blackpool Express.”