U Channel
SONIC BRAND
“Lose yourself in what you love”
"We’ve taken a bold approach to our new branding"
“Sonic branding is an element often left out, or to the last minute when it comes to creating distinctive brand codes. So it was such a dream to have time, budget and a phenomenal team to help develop the NEW sound of U.
With so many distinctive TV sonic brands out there, we wanted to create a U ‘sonic’ that is confident, down to earth, and sparks the joy you feel when you know your about to escape into a world of endless entertainment.
What makes this one different, and an element I’m proud of, is that it starts on a deep percussive hit, and leaves you on a group of voices subtley singing the brand name - “U”. A way to create brand recognition and recall, and a uniquely ownable sonic.”
Cheryl Vaz - UKTV - Marketing Manager
It’s time for u
Our unique sound represents the U personality and is designed to work with and compliment all of the channels under the U brand. Our sound is confident, human and a signal you’re about to escape into a world of entertainment.
It invites everyone into the brand and lets the audience know it’s time for U.
“A distinct sound enhances recall subconsciously and strengthens brand affinity. Our brand sound will play a powerful role in defining our personality and connecting our viewers to our content.”
- Peter Allison - UKTV - Head of design
U Originals variation
The U Originals version expands on the sonic palette.
A deep piano doubles the intro bass hit bringing in rich tremolo strings crescendoing to a deep piano finish. The result adds a premium cinematic richness to The U master sonic palette expanding on it literally and emotionally whilst keeping a recognisable thread.
sound
It’s a sonic gesture that has a distinct arrangement featuring a deep percussive hit, airy warm pads and strings that softly rise towards a group of voices singing the brand name in a subtly playful way.
A balance of quality, warmth, impact and humanity.
Credits
Sonic Brand Development, Creative: Zelig Sound
Client: UKTV
Creative: UKTV Creative + Wollf Ollins
Creative Director: Peter Allinson
Marketing Manager: Cheryl Vaz
Creative Producer: Kathryn Newton
Project Manager: Charlie Eydmann
Head of Creative Operations: Mary-Claire Seiler
Branding Agency: Wolff Ollins