April 2007 - October 2008
Idents 1
UKTV is a partnership between BBC Worldwide and Virgin Media.
The UKTV Gold programme line-up is made up chiefly of repeats of BBC comedy series as well as various US imports.
The channel was launched as UK Gold on November 01 1992; it was renamed UKTV Gold on Monday March 08 2004, as part of a rebranding exercise across the entire UKTV network of channels.
On Thursday April 05 2007, UKTV Gold relaunched its on-screen identity. The changes followed eighteen months of strategic work at the channel to reassert the Gold brand’s position as the ‘home of iconic TV’. New idents went live on the back of a new commissioning strategy and programming schedule.
Karmarama was appointed to the project last autumn following a three-way pitch against undisclosed consultancies. The design consultancy was briefed to produce an identity that would reconnect the channel with its core audience in an increasingly fragmented television market. The creative idea is based around the 1970s ‘spacehopper’ toy, which, according to consultancy creative director David Buonaguidi, reflects the "mainstream, light-hearted nature of the channel".
Karmarama created twelve sequences, which see gold versions of the spacehopper, branded with the station’s logo, bouncing through various scenarios. Locations include a carwash and hotel, and there is also an "ambient hoppers hill" sequence, which mocks other terrestrial broadcasters’ more ‘serious’ idents, according to a spokeswoman for UKTV.
In addition to refreshing the core channel identity, there are specific executions for the channel’s movies, drama, comedy and US acquisition strands.
The UKTV Gold programme line-up is made up chiefly of repeats of BBC comedy series as well as various US imports.
The channel was launched as UK Gold on November 01 1992; it was renamed UKTV Gold on Monday March 08 2004, as part of a rebranding exercise across the entire UKTV network of channels.
On Thursday April 05 2007, UKTV Gold relaunched its on-screen identity. The changes followed eighteen months of strategic work at the channel to reassert the Gold brand’s position as the ‘home of iconic TV’. New idents went live on the back of a new commissioning strategy and programming schedule.
Karmarama was appointed to the project last autumn following a three-way pitch against undisclosed consultancies. The design consultancy was briefed to produce an identity that would reconnect the channel with its core audience in an increasingly fragmented television market. The creative idea is based around the 1970s ‘spacehopper’ toy, which, according to consultancy creative director David Buonaguidi, reflects the "mainstream, light-hearted nature of the channel".
Karmarama created twelve sequences, which see gold versions of the spacehopper, branded with the station’s logo, bouncing through various scenarios. Locations include a carwash and hotel, and there is also an "ambient hoppers hill" sequence, which mocks other terrestrial broadcasters’ more ‘serious’ idents, according to a spokeswoman for UKTV.
In addition to refreshing the core channel identity, there are specific executions for the channel’s movies, drama, comedy and US acquisition strands.
Above: UKTV Gold ident [1].
Above: UKTV Gold ident [2].
Above: UKTV Gold ident [3].
Above: UKTV Gold ident [4].
Above: UKTV Gold ident [5].
Above: UKTV Gold ident [6].
Above: UKTV Gold ident [7].
Above: UKTV Gold ident [8].
Above: UKTV Gold ident [9].
Above: UKTV Gold ident [10].
Above: UKTV Gold ident [11] [summer 2008]. Used during the weekday evening 'The Summer Of Funshine' strand.
