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By Natalie Mortimer, N/A

February 10, 2016 | 2 min read

UKTV is chasing the attention of "aspirational go-getters" with a new visual identity for entertainment channel W, which launches next Monday (15 February).

W is the evolution of Watch and has been specifically designed to attract 30-to-39-year-old women and their partners, husbands and family.

The new identity, created by design agency Art&Graft includes a diamond logo and grid, accompanied by elegant typography and vibrant colours to help portray a premium brand.

The hero brand colour is blue and gold highlights have been added to give a softer, feminine sense. Art&Graft has also created three alternate backgrounds for W’s on screen presence, to allow adaptability: the lighter packaging can be used alongside ‘daytime’ programmes, while the dark packaging might be used for evening shows.

UKTV’s head of entertainment marketing, Gareth Barker, commented: “For W, we’ve created a bold look; clearly rooted in entertainment, with a high-end feel. The one-letter name of this new brand is positive and disruptive. It stands out. The diamond logo and grid formation is designed to draw the audience in to our compelling content and convey W’s brand promise of smart escapism.

"The diamond is a strong, confident shape that encompasses our brand values. Elegant typography and vibrant colours help portray a premium brand that audiences can trust.”

The channel is the first to be unveiled as part of UKTV's channel portfolio since the launch of Drama in 2013.

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