Rebrand for UKTV’s Watch

Fast-growing UKTV channel Watch, now regarded as the company’s flagship channel, has unveiled its new on-air identity.

Out goes the blue eye to be replaced by a red and black circle that could be taken as a red eye or clock face. It will grace screens from February 7.

Rachael Fielding, senior marketing manager at Watch, briefed marketing agency Dixon Baxi, in conjunction with Watch’s general manager, Steve Hornsey. In addition to the new logo, Dixon Baxi will be refreshing all identify elements, to fit with a distinctive and refined identity for the channel.

2012 was a record year for the channel, now jointly owned by BBC Worldwide and the US Scripps, with interest in shows No Ordinary Family and Primeval.