Wednesday, July 11, 2012

New logo: Yesterday


Yesterday is a British TV channel dedicated to the past. Operated by UKTV, a joint-venture between the BBC and Scripps Networks, its is available for free to most of the UK population. During briefing yesterday, June 10, UKTV unveiled a new look for Yesterday as part an attempt to attract a younger audience through more entertainment.

The new look was developed by London motion design agency DixonBaxi, who were behind a redesign of UKTV's flagship channel Watch earlier this year. Similarly, the Y-shaped symbol is the focus of the idents, where it has been recreated in concrete or wood and then gets various dramatic effects are applied to it. The new look launches July 24.

Current logo.

"The new positioning 'Entertainment Inspired By History' called for a vivid, immersive experience. At the heart of the rebrand is an iconic Y which has been designed to feel timeless and have a strong physicality. The facets of which are used to reveal content as slices of time. There is a refined simplicity to the on screen presentation with the idents expressing the dramatic and immersive." - DixonBaxi

The channel was launched in October 2002 as UK History, and was originally dedicated to history-related programming, drawing from the rich archive of the BBC. As part of an overhaul of UKTV's channels, it was renamed Yesterday under the tagline "where the past is always present" in March 2009. It also reflected the inclusion of fiction and nature programming in its schedules.

Launch ident from 2002.

From the package produced for Yesterday's 2009 rebrand.

A still from one of the new idents.










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Promotional graphics.

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Stills.

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Stills.

DixonBaxi (archive)
MarketingWeek
DesignWeek

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