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Britain’s UKTV is a network of nine channels providing every kind of content from gardening to drama, while providing a range of those channels with +1 timeshifts, meaning the same programming runs one hour later from its original. I mention this since the logo above is the new name and identity for what used to be UKTV Gold +1, and is one of three channels getting a new name and logo to be broadcast this coming October.
Until now all UKTV channels — except for the Dave channel which dances to its own beat — followed the same brand architecture formula of using the lovely UKTV logo locked up with the name of the channel in Gotham, and when necessary, the “+1” identifier. I have to admit that I am not familiar at all with the content of these channels, nor the associations viewers make with them, so I will have to defer to our British counterparts to ascertain the appropriateness of these changes (or to correct me of any wrong assumptions I make). As far as logos, well, the feelings are global I think.
At first I thought the Watch logo was supposed to be focused on reality TV, running every single Big Brother episode ever; the name and watchful hidden camera icon make it seem overly voyeuristic. Instead, from what I can gather, it just runs a few drama programs and bills as its flagship the Richard & Judy show which is moving from competitor Channel 4 to UKTV. It’s an eye catching logo for sure, and is somewhat hypnotic, so as a reaction I like it, but I’m not sure I get it. The typography seems needlessly futuristic.
Alibi will be devoted to crime shows and other drama programming. I kind of like this one, specially with the play of the missing dot on the first “i”. And the typewriter typeface adds to the private investigator mood.
The absolute worst in this new package is for the comedy channel Gold, with a very unpleasant typeface in a very uncomfortable curve. There is no hierarchy, no distinction between tag line and name, and it sure as hell isn’t funny. Well, it’s funny like watching someone fall flat on their face.
Unlike Discovery, which has been making some hits and misses with their rebrandings but have, overall, maintained a certain simplicity throughout, these UKTV channels — developed by UKTV’s marketing team with Red Bee Media — are very disjointed and appear to dilute the brand with highly dissonant logos.
Thanks to Paul Lloyd Johnson for the tip.
Jump to Most Recent Comment
Mike’s comment is:
Its odd, really. I don't know what they're thinking with the "go on laugh daily" thing. And the watch logo is just a bit too over-futuristic. I guess it would be different animated. It might be interesting to see how these brands are implemented - Red Bee media recently rebranded BBC three, making it more "web". And again, as a logotype its pretty horrible, but kind of works with all the idents and things within which it is used, which are all really busy and lively, as you can see from the website (although its a massive distraction in the top left corner of the screen when you're trying to watch something).
With this one, though, I think the preconception of UKTV and UKTV gold is that its a nostalgia channel for an older generation to watch repeats of Only Fools and Horses and One Foot In The Grave, and I guess they're trying to get rid of this (hence losing the name). I kind of liked the old structure though - using a common name to link them all together. It just remains to be seen just how these new ones will work on the screen.
Adam’s comment is:
These are terrible! Red Bee is the new Wolff Olins.
On Jul.25.2008 at 08:02 AM
Paul D.’s comment is:
UKTV Drama's logo looks vertically off-centre to me.
On Jul.25.2008 at 09:04 AM
Daniel Campos’s comment is:
I've one word to this: AWFUL!
On Jul.25.2008 at 09:07 AM
Andrew J Klein’s comment is:
They have nothing to do with each-other, except for that they all are based on a circle or arc, but, i'm wondering if they really have to be similar at all?
They are different channels, is it important for the visual to be similar? I would understand if they where, but I don't think it's a requirement - individually, they have problems of their own (as mentioned above) but if they where all done well, just differently, that doesn't in my mind make them "disjointed". Brands work differently on broadcast media then they do on, say, the grocery isle - perhaps they don't WANT to look similar?
thoughts?
On Jul.25.2008 at 09:13 AM
Mark’s comment is:
That first one looks like Death Star gone through a bad episode of Pimp My Ride...
On Jul.25.2008 at 09:17 AM
Jeff’s comment is:
Ooo, the "alibi" logo is pretty! Really the only distinctively good design of the bunch. You were dead-on calling the "watch" logo "needlessly futuristic." Additionally, the logo isn't friendly. The orb-camera is a symbol of a scary future–I feel like the type could just as appropriately read "watched."
And does anyone need to comment on the "go on laugh daily" logo/campaign? :-&
On Jul.25.2008 at 09:18 AM
Frank’s comment is:
Geez i wish Photoshop filters would die.
Yeah, the missing "i" dot idea deserves a thumbs up as it's almost something like a half-decent idea(!)or even a concept(!!) behind the logo - which as we all know most "leading" agencies of today prefer to do without so kudos for at least trying to come up with an idea at all.
On Jul.25.2008 at 09:21 AM
marnie’s comment is:
That watch logo is going to give me nightmares. I imagine that little ball thingie following me everywhere I go, hovering just behind, waiting to take me out if I offend Big Brother.
Of course with all the CCTV cameras in the UK, maybe that's grown to be a symbol of safety and comfort for people?
On Jul.25.2008 at 09:52 AM
Tony’s comment is:
Yea, they look totally disjointed. I really don't understand the death star either. I thought they had a very simple, elegant set that could have been "tweaked". While I think the Alibi logo looks nice, it reminds too much of the Biography channel:
Michael [Boicozine]’s comment is:
I'm guessing the reasoning behind the rebrands is because Dave has been such a success for them, independent of the UKTV tag so they're looking to replicate that. Does anyone else find Red Bee's identity work a little hit-and-miss though? They haven't really helped the BBC very much. Nice idents though (if you ignore ITV).
On Jul.25.2008 at 10:28 AM
MattT’s comment is:
@Mark: Ha! "Pimp my Death Star!" Totally.
On Jul.25.2008 at 10:43 AM
Char’s comment is:
I dont understand what's going with tv logos and the shiny spheres... so confusing to me.
On Jul.25.2008 at 10:43 AM
Matthew J’s comment is:
Redbee ruined what were possibly the best idents on British TV, the BBC Three blobs. Created by Aardman Animations (the guys behind Wallace and Gromit, Chicken Run etc), they had a great personality and immediate connection with the channel.
Then they got ditched in favour of web 2.0. Not just web 2.0 in terms of stupid gradients and glassy logos (which they did too), but also in terms of 'user generated content', ie. videos of the general public trying to be funny introducing the programs, which most of the time just comes off as really really dumb.
On Jul.25.2008 at 10:49 AM
Darrin Crescenzi’s comment is:
That's no moon…
On Jul.25.2008 at 10:59 AM
David Sanchez’s comment is:
it feels like a brand disjointed move like Discovery Communications just did with some of their Channels. Gave them a bit of a spin off on their Brand Identities but kept them close. I mean after all when a conglomerate opens a new channel is a media buying investment opportunities servicing and attracting a niche. The possibilities of moving the brand around globally might be proportional to where it presents a perfect fit for a particular market.
On Jul.25.2008 at 11:53 AM
Stuart Tunstead’s comment is:
I completely agree with the sentiments of the article. Whilst 'Alibi' and 'Watch' have interesting logos, 'Gold' issimplistic and amateurish.
However, they represent an unecessary break-up of the UKTV 'network' brand that they have spent years nurturing. There are reasons for the success of 'Dave' and they are not that it lacks the UKTV tag. It has everything to do with the fact that it's a very good FTA entertainment channel. Companies need to promote their corporate image and channel range if they expect to attract subscribers.
On Jul.25.2008 at 11:57 AM
Paul Lloyd Johnson’s comment is:
I love the watch logo. I don't think there is such a thing as 'too futuristic', the future hasn't happened yet, so we don't know what thinks will be like then, for me, it is simply cutting edge.
The alibi logo is nice, although it seems a little dated and well the gold logo... is that a logo? I mean, it looks sooooooo bad doesn't it!
On Jul.25.2008 at 12:15 PM
Glenn Sakamoto’s comment is:
Magic 8 Ball anyone?
On Jul.25.2008 at 01:37 PM
Mingshi’s comment is:
Looks more like a giant blue eyeball to me...!
On Jul.25.2008 at 01:45 PM
Kosal Sen’s comment is:
Is this even grammatically correct? Go on laugh daily seems to be missing an em dash, comma, or something.
On Jul.25.2008 at 02:26 PM
rich’s comment is:
brand sabotage... very sad
looks like each channel was designed by 3 completely different agencies... Alibi being the most competent ofcourse.
On Jul.25.2008 at 03:00 PM
Nick’s comment is:
:(
On Jul.25.2008 at 04:32 PM
Grant’s comment is:
@Kosal Sen:
I think it should be "Go on, laugh daily." or even "Go on, laugh, daily." but more punctuation is definitely needed.
Perhaps the tag line should be: Get Old Laughs, Daily.
No doubt there will be a steady stream of painfully unfunny new backronyms over time.
On Jul.25.2008 at 06:32 PM
Mike’s comment is:
I think the fact that it looks like a different agency designed each one is perhaps deliberate. They seem to be trying their hardest to completely disassociate themselves with UKTV. Fair enough, but it could've been done a little more elegantly. I'm still waiting to see them animated, though. I think that could make a big difference.
On Jul.25.2008 at 06:46 PM
Mark’s comment is:
waiting for Von's response in 5...4....3....2...
In the meantime I think the albi one works very well, while the supposedly comedic one doesn't communicate very well (is that supposed to be a smile?) how the hell is "go on laugh daily gold" a name? :S
and the Watch one, what's up with that? I can't see what they're trying to do, how does the word or logo have to do with what types of program they have, I mean Watch what? I don't understand. If they're going with one name as a command shouldn't the others be like commands as well like:
UK Gold +1------->Watch
UK Gold--------->Laugh
UK Drama-------->Solve
wouldn't that at least work for consistency?
On Jul.25.2008 at 06:59 PM
Anonymous’s comment is:
At first glimpse of the home page, I wondered why you double posted. Then I noticed that nope, it's just yet another shiny blueblob 2.0.
I see a double entendre in "go on laugh daily" which gets a golf clap, but the missing comma makes my neck veins stand out.
On Jul.25.2008 at 07:11 PM
koyo’s comment is:
:S
On Jul.25.2008 at 07:25 PM
Von Glitschka’s comment is:
Brand Gumballs.
On Jul.26.2008 at 02:08 AM
Tony Spaeth’s comment is:
Tony Whoever, speaking above, is not Tony Spaeth. Not that I disrespect his or her views, just that they are not necessarily mine. (Kind of presumptuous, isn't it, to use just first names? Except maybe for Mingshi!) I first posted here as Tony, then TonyS -- in future Tony Spaeth.
On Jul.26.2008 at 05:10 PM
Uzair’s comment is:
Can anyone think of any logos that change color in relation their background?
All I can come up with for now is the HP logo.
I need to showcase a few logos like this, and can't think of any others for the life of me.
Help!
On Jul.27.2008 at 09:54 AM
T-Bone’s comment is:
what is the image on the top half of the orb in the watch logo? is that a guy with binoculars?
On Jul.27.2008 at 08:23 PM
Gary Wales’s comment is:
Hmmmm.
Alibi - good, and complements the channel content perfectly.
Watch - Ooooh, pretty ball, want to play, pretty ball...snap out of it! I can just imagine the 'eyeball' twitchy-swivelling on the DOG for a while before the nation(!) rightly complains. Wasted oppo.
Go On Laugh Daily - What happened. I just don't get it - surely this won't end up as a channel ident onscreen? Got to laugh at the kerning though. Dreadful.
On Jul.28.2008 at 05:28 AM
rickyaustin’s comment is:
I can't wait for the gumball trend to end.
Alibi is visually sitting to the left in the circle. It looks like they just hit "align centers in Illy CS3" with no regard for visual alignment.
On Jul.28.2008 at 10:10 AM
Joseph’s comment is:
These are pretty lousy marks. Watch seems the most powerful out of the bunch for its unique color set. But even that reminds me of scifi.
On Jul.28.2008 at 01:51 PM
Wünderwoman’s comment is:
This is absolutely the WORST stuff I have ever seen. I sure hope they didn't PAY for it.
Since I don't want to appear to be a "peanut gallery whiner" I'll validate my point:
1) No Concept, meaning or unifying idea.
2) Literal: the graphic is what it is, which does not ask for any interpretation or input from the viewer. (ie...forgetful)
3) No consistency: in typefaces, colors or graphic elements.
4) No Type: Typefaces are not strategically chosed, skillfully used or crafted.
Dude...I'd send this design intern back to school.
On Jul.28.2008 at 05:53 PM
Philip Bulley’s comment is:
I'm beginning to feel dizzy from all this to-and-froin' of independent>corporate umbrella>independent in tv+radio branding.
It's the same with BBC TV, initially, all channels were united by a Gill Sans type mark in a box, then slowly they each break out with their own personalities. Give it several years, they'll be back to the corporate umbrella!
BBC Radio has gone corporate too. ITV (another redbee brand umbrella) will eventually get bored and diversify.
As for these logos:
Alibi = Strong, but nothing new
Watch = Disposable & Trashy (fine if the programming matches, which it probably will)
Gold = WTF WTF WTF?????? WHAT A LOAD OF B*LL*CKS! @Anon[Jul.25.2008 at 07:11 PM] Where is the double entendre in "go on laugh daily"? Maybe i'm being stupid, so please explain.
On Jul.29.2008 at 07:34 AM
T-Bone’s comment is:
Go
On
Laugh
Daily
is that what you meant?
On Jul.29.2008 at 09:31 PM
Mark’s comment is:
the Watch logo could have really just gone with the wordbook itself the big purple ball while it looks EXTREMELY NICE, just looks like an unnecessary add on.
an the GOLD name and Go On Laugh Daily should of been more clear on the word play like stacking the letters on top of each other like T-bone did, or having each of the first letter in a darker color, I know graphic designers are more clever than this.
Right now the comedy channels logo looks like a random sentence strung together, and the smile looks like a random curve, it isn't helping.
On Jul.30.2008 at 04:59 PM
Mark’s comment is:
Wait what the heck is that on the bottom right of the Watch sphere? Is that circular hole?, oh jeez now it looks like an upside down purple Death Star. ;P
On Jul.30.2008 at 05:02 PM
Hass’s comment is:
i like the gold one
lots of animation opportunities with it
starts as gold - 'accordionises' into go on laugh daily
great
plus it's a smile
dont think much of the other two. alibi looks like a supermarket chain logo and watch is a bit creepy
On Sep.04.2008 at 08:20 AM
Anonymous’s comment is:
I thought this was a channel to look at 'swatch watches'. What?!
On Jan.20.2009 at 05:25 PM
Comments in Brand New, V1.0 have been closed.
