UKTV’s masterbrand U

UKTV is a British multi-channel broadcaster, which, since 2019, has been wholly owned by BBC Studios. In July 2024, UKTV launched its new masterbrand U, which sees its free streaming service transition to U and its free-to-air channels become U&Dave, U&Drama, U&W and U&Yesterday.

From the press release:

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. The decision was made early on to move away from UKTV Play’s teal logo colour.

Peter Allinson, UKTV’s Head of Design said, “It’s always smart to check how well certain brand elements are performing and what value they bring. We found that the UKTV Play teal colour placed our streaming service among many competitors, while coral was a unique choice not used by other VOD brands. The new colour brings warmth and personality to U, making it the perfect fit for us."

"However, it was important for our free-to-air channels to keep their familiar qualities and beloved personalities. So, we distilled each channel’s identity to a core brand colour that felt familiar and was easy to incorporate into our design system. We also wanted a font that suited our diverse portfolio. We chose the ‘Right’ font family for its diverse range, from Grotesk to Serif to Slab variations, providing variety while maintaining a consistent look across our network of brands.”

The rationale behind the new branding is linked to UKTV’s ambitious growth strategy, which is focussed on supercharging streaming. A key driver of this is connecting and better leveraging the brands within UKTV’s estate. The launch of this new Masterbrand supports this strategy by making it easier for users to navigate both online and on-air. The simplicity of the new U brand architecture also retains the names and equity of the existing channel brands that are well-known and loved across the UK.

Right Grotesk, Right Serif and Right Slab are designed by Alex Slobzheninov and distributed by Pangram Pangram Foundry.