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The brief was to create a unified master brand, "U," that would align UKTV's free-to-air and pay channels under a single cohesive identity. We wanted our brand architecture to move away from a ‘House and Brands’ model, to become a unified Branded House. The primary objectives were to simplify navigation across platforms, leverage the strength of individual brands like Dave and Drama, and position the company for long-term growth. The rebrand needed to emphasise accessibility, diversity, and quality, reflecting UKTV’s shift toward becoming a digital-first, audience-led business. It also aimed to enhance UKTV’s brand recognition while creating space for seamless cross-promotion across its network of channels and services.

The challenge was to achieve this without losing the unique equity and personality of well-loved channel identities. The solution had to appeal to a broad audience, ranging from loyal linear viewers to new digital-first users exploring free streaming options.

The project was a joint effort between UKTV’s Creative and Marketing teams, along with agency Wolff Olins. Early brainstorming led to the “U” shape becoming the core of the new brand. This simple yet flexible element tied all the channels together while allowing them to keep their individuality. Channels like Dave were updated to U&Dave, and new digital offerings and FAST channels, like U&Laughs, fit seamlessly into the same system. The goal was to create a brand that would feel familiar to loyal TV viewers but also appeal to a new, digital-savvy audience.

The rebrand introduced a bold and friendly design. The U logo’s curved shape influenced everything from channel logos to animations. Bright, welcoming colours were chosen to make the brand feel warm and approachable, while a secondary colour palette added variety to reflect each channel’s personality. We even created digital brand guidelines to ensure the new look stayed consistent across thousands of assets, from on-screen graphics to streaming interfaces.

One of the toughest parts of the process was uniting so many channels without losing what made them special. Viewers had strong connections to channels like Dave, so it was important to keep their familiar tone and style while tying them to the U brand. The modular design system helped strike this balance, and the detailed guidelines made it easier to roll out the new identity smoothly.

The rebrand has made it easier for viewers to navigate UKTV’s channels and services. It has boosted engagement across platforms, and strengthened the connection between channels. The U brand feels fresh and modern while still keeping the charm of UKTV’s established channels. It’s a bold step forward that sets UKTV up for future growth, bridging the gap between traditional TV and the digital-first world.

This project shows how important it is to blend the old with the new. By keeping what viewers already loved while introducing a unified identity, So go on... 'Lose yourself in what you love.'

Creative Agency: U&Creative
Head of Design: Peter Allinson
Designer: Callum Parish DC
Project Manager: Charlie Eydmann
Design Producer: Sophie Bryant
Creative Producer: Kathryn Newton
Head of Production: Mary Claire Seiler
Creative Director: Scott Russell
Marketing Director: Nick Gilmer
Marketing Manager: Cheryl Vaz
Chief Marketing Officer: Penny Brough

Brand Design and Strategy: Wolff Olins
Senior Designer: Karina Stolf
Senior Engagement Manager: Alexandra Lewis
Creative Director: Steffan Cummins
Associate CD: James McNaught
Executive Strategy Director: David Stevens

Sonic branding: Zelig Sounds
Composer / Sound Designer: Matthew Wilcock Joe Worters
Senior Producer: Breda Canning
Aleah Morrison-Basu

Icon Design: We Made This

Brand Guidelines: Standards
Hamish Smyth