Really is a television channel from British broadcaster UKTV, featuring a mix of entertainment, lifestyle and reality programming for a younger audience. Launched four years ago (May 2009), it was a niche satellite channel targeting young women until 2011 when it became available in most British households through the Freeview platform and enjoyed substantially increased viewing figures. To reflect this growth, it unveiled a new look on Friday. It will launch on screen on Wednesday, May 15.
The new look was designed by Red Bee Media, who also created the soon to be replaced launch identity in 2009. It aims to be bold and energising, embodying the new brand positioning "Really Gets You", which expresses how Really is more rewarding viewing than "tabloid TV". Some graphics that have been released play on the angularity of the new logo.
"The brand refresh will see a significant change to the on-screen offering including vibrant idents and a new logo that reflect the fresh proposition and scope of the channel. Expanding on the new positioning, Really aims to be in tune with viewers’ lives throughout the week and at different times during the day. These changes are reflected by the adoption of new colours and messages on a daily basis including Sunday’s ‘Really wish it would last forever through to Wednesday’s ‘Really over the hump’.
Led by Really’s Marketing Manager, Kelly Denyard, creative agency Red Bee Media won a competitive three-way pitch to refresh the brand’s visual identity. Denyard’s brief called for an energising, bold and honest look and feel that would bring the channel proposition to life and help shift viewer perceptions.
Tasked with reaching a broad audience of 25-44 year old adults, Red Bee has created an intuitive and innovative look for the channel, focusing on the ownership of the name Really, and using it as a positive descriptor rather than one of exclamation. The results reflect a more grown-up, glossy, up-market brand proposition that helps to cement the relationship in viewers’ minds between Really’s programmes and the channel’s on and off air communications. The new identity consists of 24 idents and four sets of menus, all of which change on a daily basis." - UKTV press release
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