Virgin1 gets brand refresh

Virgin1 is getting a complete brand refresh, including a new logo and on and off-air identity, to launch on 9 June.

The move follows the extension of the channel’s hours on Freeview and the addition of a +1 channel (see Virgin1 to expand Freeview hours).

Creation of the new brand identity is being led by Virgin Media Television’s recently appointed brand and marketing Director Jeff Dodds and his in-house creative team. Virgin1 has also appointed Red Bee Media, a leading creative agency, to work with the channel on creative direction and execution.

The refresh is the beginning of a year long “reinvigoration” of Virgin1, which launched in October 2007 (see Virgin 1 Gets October Launch Date)

To support the new look, the channel is also unveiling a new programme line up following the recent announcements of the new Jim Davidson one off special So You Think I’m An Arsehole.

Daniela Neuman, director of programmes, Virgin1 said: “Virgin1 is one of the fastest growing channels on TV with audience share increasing by 18% year-on-year and it has just celebrated its best month ever.

“This rebrand, combined with our 24 hours move to Freeview, is just the start of a really exciting time for the channel with it truly finding its voice and personality.”

Dodds said: “This rebrand is the next step in the evolution of Virgin1’s brand personality. We have plans for a totally unique approach to creating an identity for the channel that will embody everything you would expect from the iconic Virgin brand.”