Dave unveils rebrand

08/11/2022

8th November 2022 - Commercial broadcaster UKTV has today unveiled a fresh new look for entertainment channel Dave set to launch on 9th November.

The award-winning channel has long been home to a huge range of UKTV Original comedy hits from some of the UKs favourite comedic stars, and now with popular original podcasts and digital YouTube commissions Daves branding has been refreshed to reflect its new content and reach new audiences.

UKTVs 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 years successful W and UKTV Play brand refreshes, this marks the next step in Daves evolution as it expands its footprint and draws in new viewers.

Nick Gilmer, UKTVs Interim Marketing Director for Dave, led the rebrand after utilising audience insights and working with brand consultancy Eat Big Fish on new brand positioning. Brand strategists Craig+Bridget were consulted to help create the brief, while in-house agency UKTV Creative designed and delivered all new brand assets in collaboration with branding agency Studio Output.

Nick said,

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 audiences 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.

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.

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UKTVs Head of Design, Peter Allinson, said,

As UKTV Creative we wanted to take the smart, comic Dave tone-of-voice and apply it to the biggest canvas of all; everyday life. Inserting Dave into the world of our viewers allows us to really resonate as a brand. Daves fresh new look and design language also helps us open up the Dave world, from telly and YouTube to podcasts and TikToks. Its a new dawn, its a new Dave!

Key design elements include a new typeface family, a series of lozenge shapes to frame footage and imagery, surprising and engaging animations and a secondary set of vibrant colours in addition to the iconic Dave black and white. Daves new channel idents also allow the brand to play with everyday scenarios, with a constantly updated bank of real-world videos acting as backdrops for continuity, logo stings and canvasses for contextual humour. The combination of all elements allows for fantastic flexibility across on-air, off-air and digital formats and ensures that everything always feels distinctly Dave.

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Cherie Cunningham, Dave channel director, said, Im so excited to see the new branding come alive on air and across our platforms, marketing campaigns and social channels. The fresh new suite of assets really gives us the tools to bring Daves programming to life, connect to our viewers wherever they are and showcase our exciting original TV, podcast and digital content.

The rebrand comes ahead of new UKTV Original programmes set to TX on Dave this month; Live at the Moth Club and We Are Not Alone. Viewers can catch up on all of Daves recent hits on UKTV Play including Mel Giedroyc: Unforgivable, Late Night Mash, Big Zuus Big Eats, Question Team and Hypothetical.

-End-

For further information please contact:

Rebecca Ferris, Corporate Communications Manager, UKTV

About Dave

Dave is the award-winning entertainment channel home to a veritable feast of UKTV Original comedy hits from some of the biggest stars in the UK. Comedy entertainment shows like BAFTA-nominated Big Zuus Big Eats, Outsiders, Mel Giedroyc: Unforgivable, Hypothetical, Comedians Giving Lectures, Question Team, Alan Davies: As Yet Untitled, The Island and British As Folk sit alongside scripted comedies such as Meet The Richardsons and Red Dwarf.

But Dave isnt just restricted to television screens. Theres exclusive online content, with YouTubes Big Zuus Wrap Clash and Who Cares? With Amelia Dimoldenberg, as well as Facebook series The Comedy Guide To Life, Bad Advice with Olga Koch and BackChat. Daves partnership with CALM has led to exclusive commissions and innovative online and marketing campaigns such as #BeTheMateYoudWant.

About UKTV

UKTV has been at the forefront of branded television for over 25 years, entertaining the nation with programmes they love. Its leading brands - Dave, Gold, W, Drama, Alibi, Eden and Yesterday - span comedy, entertainment, natural history, factual and drama, and are delivered to audiences through UKTV Play, Freeview, Sky, Virgin Media, BT, TalkTalk, YouView, Freesat and Amazon Fire. The broadcaster is a significant investor in British creativity and is committed to working with new and established writers, directors and programme-makers.

UKTV is part of BBC Studios, the UKs most-awarded production company, a world-class distributor with international branded services, and a commercial subsidiary of the worlds leading public service broadcaster, the BBC.

UKTV Twitter: twitter.com/UKTV

UKTV Corporate Website: corporate.uktv.co.uk

LINK:	https://corporate.uktv.co.uk/news/article/dave-shows-off-new-look-with...
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