Dixon Baxi rebrands TV channel Yesterday

Dixon Baxi has created a new identity for factual TV channel Yesterday, with the new branding based around the proposition Entertainment Inspired by History.


Yesterday was previously called UKTV History and was rebranded by Red Bee Media in 2009, as part of the consultancy’s work on the UKTV channels.

The channel is now launching a new identity and idents developed by Dixon Baxi, which previously rebranded UKTV channel Watch.

The Yesterday rebrand brief, which was set by the channel’s marketing manager Emily Latham, called for a ‘vivid, populist and fresh identity that would bring Yesterday’s content to life and help to change viewers’ perceptions of the channel.’

The branding is based around a ‘Y’ icon, and new idents using the identity will launch when the channel goes live on 24 July.

Simon Michaelides, UKTV marketing director, says, ‘The iconic and contemporary new identity that Dixon Baxi has created for us, married with the influx of dynamic new content, will help us not only drive our consumer profile but also build on the momentum of Yesterday’s strongest year to date.’

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  • Peter November 30, -0001 at 12:00 am

    I like the channel but I do wish that you would mute the bell ring which sounds when the Y logo is shown. The ring is exactly like my doorbell and it is annoying to go to the door only to realize that the ring came from the TV.

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