UKTV has unveiled a fresh new look for entertainment channel Dave, launching tomorrow 9th November.
Dave first launched 15 years ago in October 2007, quickly becoming known for its quirky and funny on-screen presentation. With the new look, out goes the channel’s chalkboard, in use since 2014.
The ‘home of witty banter’ has since evolved into the home of a range of UKTV Original comedy and now includes podcasts and YouTube features. UKTV said the branding needed to be updated to reflect its new content and to attract new audiences.
Explaining the brief for the new look Dave, UKTV said:
The rebrand called for a design system that could be tailored for any purpose and the new suite of branded assets set out to mimic recognisable, everyday life behaviours in a smart and witty way. This started with an evolution of the well-recognised Dave logo, which is now housed in a container that acts as window into everyday life. A range of photographic real-world textures has also been introduced to the brand ecosystem, adding colour, texture and vibrancy to the brand.
UKTV’s Chief Marketing Officer, Penny Brough, who joined the company in September, said,
“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.”
Nick Gilmer, UKTV’s Interim Marketing Director for Dave, led the rebrand after utilising audience insights. Working with brand consultancy Eat Big Fish on new brand positioning and brand strategists Craig+Bridget, in-house agency UKTV Creative designed and delivered all new brand assets in collaboration with branding agency Studio Output.
Nick commented:
“With a brand as distinctive and celebrated as Dave, keeping it fresh and relevant to audiences was a real balancing act. 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. 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.”
[Images: UKTV]