British multi-channel broadcaster UKTV has unveiled a new brand identity for its entertainment channel Dave, launching on 9 November.
Having long hosted a range of original comedy programmes, Dave’s new brand identity is intended to reflect its new digital content offering whilst also targeting new audiences.
Led by interim marketing director, Nick Gilmer, the rebrand has made use of audience insights for a more tailored creative, with UKTV’s in-house agency designing and delivering all new brand assets.
“With a brand as distinctive and celebrated as Dave, keeping it fresh and relevant to audiences was a real balancing act,” Gilmer said.
“We had to ensure Dave continues to feel modern and resonates with viewers without losing the unique identity that made the brand one of the most recognisable in TV.
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He continued: “Our new look reflects our audience’s everyday world back at them in a uniquely Dave way, borrowing from our heritage and ensuring Dave provides viewers with a fresh fix of funny wherever they engage with the brand.”
Key aspects of the new design will include a new typeface, new frame footage and imagery accompanied by a brand new series of idents that play with everyday scenarios.
UKTV chief marketing officer, Penny Brough added: “Dave is an iconic TV brand so it is a particularly exciting time to enter the business as its fresh new look hits screens.
“Following this year’s successful W and UKTV Play brand refreshes, this marks the next step in Dave’s evolution as it expands its footprint and draws in new viewers.”
