"Bizarrely named offers"

 Announced last November, UKTV is now rolling out its re-brand of channels. 

It's the work of designers Wolf Ollins; Executive Strategy Director David Stevens says: "The entertainment market is so awash with confusing and bizarrely named offers, so we wanted to strip back, reduce the noise and present this family of brands in a clear, crisp, singular way. The new 'U' name is a nod to UKTV's heritage, while emphasising that this new viewing experience is all about you. We're excited about creating a bold brand that will stand out but won't get in the way. We wanted to unite an eclectic portfolio, but hold onto the personality, and help you to lose yourself in what you love."