UKTV gives Dave brand makeover to embrace new media landscape

UK pay TV broadcaster UKTV has unveiled a new look for its comedy and entertainment channel Dave, set to launch on 9th November. With the channel having expanded out of traditional TV content into podcasts and digital commissions, the new branding has been refreshed to reflect its new content and reach new audiences.

Penny Brough

UKTV’s chief marketing officer Penny Brough, who joined in September, said: “Dave is an iconic TV brand so it is exciting to enter the business as its fresh new look hits screens. Following this year’s 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 and working with brand consultancy Eat Big Fish on positioning. Brand strategists Craig+Bridget were consulted to help create the brief, while in-house agency UKTV Creative designed and delivered brand assets in collaboration with branding agency Studio Output. Gilmer said: “With a brand as distinctive 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.”

The rebrand called for a design system that could be tailored for any purpose, said UKTV head of design Peter Allinson. “We wanted to take the smart, comic Dave tone-of-voice and apply it to the biggest canvas of all; everyday life. Dave’s fresh new look helps us open up the Dave world, from telly and YouTube to podcasts and TikToks.”

The rebrand comes ahead of new UKTV Original programmes set to air on Dave this month; Live at the Moth Club and We Are Not Alone. Viewers can also catch up on Dave shows on UKTV Play including Mel Giedroyc: Unforgivable and Hypothetical.