UKTV’s Watch Unveils Brand Evolution


Watch, UKTV’s flagship entertainment channel, has revealed a new look and new strapline: “Watch… together”. Recently, Watch has established itself firmly in the ratings game, regularly besting the likes of More 4, Film 4, Virgin 1, FX, and Five USA.

Designed to reinforce Watch’s core brand positioning of “TV is better shared”, the rebrand has been unveiled to coincide with a strong fall schedule, including Primeval, Sanctuary, and Dancing with the Stars. The new look was developed by London-based creative agency Harriman Steel, who were appointed to the assignment in July.

The agency was tasked with creating a new on-air and off-air look for the channel which included 4 new idents, logo, font, colour palette, beops, eops, IPP, VT menu, blipverts, end credits, end frames and a new DOG.  The overhaul will also include new continuity for the channel. I should be able to share a bit of the new OSP with you soon, including a nicely comped montage.

The 4 new live action idents draw their inspiration from Japanese Black Theatre, a technique that pairs dance, mime and acrobatic performance to create remarkable spectacles. Tom Lucas, Director of Marketing and Communications, adds, “I was delighted with the originality and simplicity of Harriman Steel’s approach.   They have created an invaluable kit of parts and a magical and uplifting world of shared enjoyment. ”

The catchy jingle, incidentally, was composed by Erran Baron Cohen, Sacha Baron Cohen’s brother.



Filed under branding, channel identity, ident

3 responses to “UKTV’s Watch Unveils Brand Evolution

  1. Stunning work. Great tagline for a GE channel offer and beautiful execution. I just want to watch them again and again.

  2. Simon

    I agree with Diana. Really refreshing bit of work. Executed perfectly.

  3. linasv

    When you try to appeal to a target audience of “everyone” you end up with something mediocre.
    Aside from the interesting Japanese Black Theatre approach, the package feels rather bland, flat. Casting lacked personality and the scenarios felt a bit contrived.

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