UKTV Unveils Brand Refresh, New Logo For Alibi – TVWise

Some six years after the channel launched, UKTV is giving crime-focused Alibi a new look.
The commercial network has unveiled a brand refresh for the channel encompassing a new logo (pictured, below), and a series of new idents and OSP menus, which will rotate daily. Notably, the four idents are “inter-linked” and offer Alibi viewers the opportunity to solve a crime. The brand refresh rolls out on Alibi today.
“We launched the channel six years ago and it’s established itself as a loved destination for fans of crime drama, with an enviable mix of high quality British and US content”, said Alibi’s General Manager Adrian Wills. “It is now the right time to mark the next stage in Alibi’s evolution by infusing its brand identity with a contemporary edge to reflect its high quality output.”
Alibi’s brand refresh, which was led Assistant Brand Manager Stephanie Maas and UKTV’s Creative Director Scott Russell, hails from design agency Art&Graft, who were brought on board following a three-way pitch to develop the brand’s visual identity. The new look is designed to tap into “what audiences loves about Alibi and its content” and “epitomises Alibi’s programme schedule” which includes, amongst other series, Murdoch Mysteries and Castle.
“The crime genre is full of clichés but Art&Graft impressed us with their fresh approach and presented a concept that we hadn’t seen before. The four idents are all inter-linked and tell the story of one crime; this puzzle solving element is at the heart of what the audience love about Alibi’s shows and allows them to play detective”, said Scott Russell. “The red string, which visually runs throughout the narrative, acts as a device to help viewers piece the clues together and leads to the crime board menus which, in turn, use the device to link programmes.”
“We considered the process of a crime investigation and wanted the idents to capture it in its most minimal, conceptual form. The red string connects various pieces of evidence within each environment, taking the recognisable image of a crime detective’s pin-board and transporting it into a physical space”, added Mike Moloney, Founder and Creative Director of Art&Graft. “We ask the viewer to complete the puzzle as if they are the first person to arrive at a crime scene.”
The brand refresh for Alibi comes just as the channel is preparing to launch a new drama series, Crossing Lines. That series, starring William Fichtner and Donald Sutherland, follows a team of investigators working for the International Criminal Court and is set to premiere on July 7th. It also follows news that Alibi has picked up the new seasons of their top performing imports Castle and Rizzoli & Isles, which this year have peaked with 483k and 448k viewers, respectively.