UKTV rebrand

One of my favourite brands at the moment is UKTV's streaming service U. We watch a fair amount of Dave which is owned by U and I love their new brand.

I noticed the particular attention to detail on the corner radius of the frames they use. They even have a formula to follow in applying a radius size, depending on the size of the rectangle.

But it’s not your average corner radius, it’s been stretched to create a more curved line along the lengths of the rectangle, offering a more retro feel, like the screen shape of an old box TV, and almost like it’s been based on the bottom curve of the U icon.

To me it feels wonderfully un-digital, and I love how the slightly different treatment of something as simple as the corner of a rectangle can create such a strong brand feeling. Hats off to the creative team!

This beautiful shape animates to frame adverts for TV shows, it reduces and moves to the bottom of the screen to house the brand logo, divides the screen to show screening times and to me it’s so pleasing on the eye. 

You can see more on the Creative Pool website here…

https://creativepool.com/uktvcreative/projects/u-branding-for-uktv