UKTV
When UKTV rebranded as U, they wanted more than just a new look – they needed a sound that truly captured what the brand stood for.
Sonic Brand
Sonic Branding
2024
Background
When UKTV rebranded as U, they wanted more than just a new look – they needed a sound that truly captured what the brand stood for. With channels like U&Dave, U&Drama, and U&W coming under one identity, the challenge was to create something distinct yet flexible enough to work across different types of content.
The goal? A sonic identity that felt confident, warm, and unmistakably U.
Making of
The team wanted the sound of U to be both inviting and instantly recognizable. The solution? A deep percussive hit to grab attention, followed by airy, warm pads and strings that gently rise. At the end, a subtle group vocal sings “U”—a simple but powerful way to build brand recall.
For U Originals, the sonic identity was expanded with deep piano and rich tremolo strings, giving it a cinematic, premium feel while staying true to the core sound.
Author Name, Role, Company
Result
The new sonic branding makes U instantly recognizable, whether on TV, digital, or social. More than just a sound, it’s a signal—you’re about to step into a world of entertainment.
With this new sonic identity, U has crafted something that feels familiar yet completely fresh, setting the stage for a bold new era in entertainment.
Peter Allinson, Head of Design, UKTV
Credits
Sonic Brand Development, Creative: Zelig Sound
Client: UKTV
Creative: UKTV Creative + Wolff Olins
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