Art and Graft helps UKTV’s Watch rebrand as W

A “jewel-shaped” logo is used across the new channel, which is looking to be seen as a “premium entertainment” channel from next month.

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Art and Graft has rebranded UKTV’s channel Watch, which will change its name to W in February as it bids to reposition itself as a “premium entertainment” network.

A “glossy and geometric” jewel-shaped logo informs the look and feel of the rest of the brand.

The jewel shape is broken up and repeated across communications. Meanwhile the high gloss “W” is offset with textured backgrounds. A light teal, black, gold and white make up the new colour palette.

UKTV controller Emma Tennant says that the positioning is led by the new programming – “A premium channel for smart women and men seeking high-quality escapism.”

W’s new look is also being aimed at a growing demographic which the channel has identified as 30-39-year old women and their partners, husbands and their families.

Art and Graft was not able to comment on its work at the time of publication. The consultancy has also created idents for the channel which are yet to be unveiled.

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