UKTV has completed its transition to its new U masterbrand with Gold & Alibi, transitioning to U&GOLD and U&alibi across paid linear and on demand platforms.
The U Masterbrand initially launched in July with UKTV’s family of free-to-air channels becoming U&Dave, U&DRAMA, U&YESTERDAY and U&W, and its free streaming service, formerly UKTV Play, transitioning to U. With Eden having moved free-to-air as U&eden last month, today’s renaming of the pay channels to U&GOLD and U&alibi unites the full UKTV network – pay channels, free-to-air channels, and free streaming service – under the U brand.
U&alibi is the only TV channel in the UK market dedicated to crime drama, while U&Gold celebrates the best of British comedy.
Penny Brough, UKTV’s Chief Marketing Officer, said, “With our free-to-air portfolio and the U streaming service going from strength to strength under the U Masterbrand, I’m so excited to be bringing the same bold approach, with its warmth and personality, to our pay channels U&GOLD and U&alibi. The roll out of U has involved the work and dedication of our teams across the entire organisation so it’s a real moment to see the full set of channels finally under the U banner, connecting and better leveraging our brands as we continue our transition to a digital first and audience-led business.”
UKTV’s Creative team worked in partnership with global brand consultancy Wolff Olins on the design system for the new U visual identity, leading to the creation of over 19,500 assets, now including the new look logos and design systems for U&GOLD and U&alibi.
