DixonBaxi creates identity for new UKTV Drama channel

The consultancy has created a logo, a series of 10 idents and 14 channel stings for Drama, which will show drama series such as Pride and Prejudice, Tipping the Velvet, Auf Wiedersehen Pet, Cranford and Lark Rise to Candleford.

DionBaxi began work on the project about three months ago, having previously rebranded UKTV channels Yesterday, in July last year, and Watch in January 2012.

Aporva Baxi, DixonBaxi co-founder, says, ‘We needed to make sure that the channel captured the nostalgic, warm, indulgent feeling of watching the shows while making sure the channel felt modern, fresh and a celebration of the classics.

‘We were keen to avoid any of the clichés and chocolate box references that nostalgia and indulgence could bring. The classics “reimagined”, so to speak.’ 

The identity uses a purple colour palette and a capitalised word mark, with the ‘D’ for Drama forming the main logo.

The two-dimensional form of the logo uses light and shade to reference the ‘two sides to drama’, according to DixonBaxi.

Baxi says, ‘The shows tend to take place in beautiful, pastoral landscapes while they seem to also be the host of unsavory crimes, tragedy, romance, comedy and suspense.

‘Looking at both the emotional and functional elements of brand we refined it down to the overlap between the “idyllic” and “intrigue” and the natural tension between these two narratives.’

Drama will launch national on Freeview on 8 July.