Universal Channel Unveils Brand Refresh & New Tagline “100% Characters”

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Universal Channel is getting a brand refresh, which will include a new logo, on-air look and a tagline which reads “100% characters.” The new look Universal Channel will launch on August 5th in the UK & the Republic of Ireland with parent company Universal Networks International saying that this “evolution” highlights the channel’s newer and clearer focus on character driven entertainment.

The brand refresh, which was developed by NBCUniversal International Television’s Central Marketing Team, the award-winning Creative division of Red Bee Media and world-leading TV brand strategist Lee Hunt, comes just ahead of the UK premiere of the A&E drama series Bates Motel, which is being targeted for a mid-September premiere. Other UK premieres to feature on Universal Channel in late 2013/early 2014 will (as TVWise previously reported) include Law & Order: Special Victims Unit season 15, Motive season 2, Psych season 7 and Royal Pains season 5.

“We arrived at our unique positioning because we believe that great characters are the magnets that draw viewers back to their favorite shows – week after week”, said Lee Raftery, Executive Vice-President of Marketing for NBCUniversal International Television. “Universal Channel’s new logo, look and ‘100% Characters’ tagline are simple and intuitive enabling us to connect with the hearts and minds of our audiences, everywhere, and maximize the potential of this global entertainment brand.”

While Nicky Douglas, Managing Director of Universal Networks International, added: “Universal Channel’s new character-led positioning actively builds on the channel’s heritage and strengths to better distinguish it with viewers and platform partners as a top-ranking channel among pay-TV with must-see content. By reinventing one of the most iconic characters in cinematic history, Bates Motel perfectly epitomises and brings to life that new positioning and truly demonstrates that really rich characters are universal in their appeal. “