The Dave channel will launch its first rebrand since its launch seven years ago. The new look will be designed by Red Bee, responsible for the original identity, and will build upon the channel’s already established, quirky persona by introducing a new collection of idents and between-programming add-ons.

The idents and humorous visuals will intersect with Dave’s positioning as an informal and fun channel. UKTV’s Will Gunton says, "We want people to think of Dave not just as a place you visit, but a mate you want to spend time with, even when you can't get near a telly. In a world crowded with hundreds of channels, Dave has always stood out for its unique personality, which gives us the ability to talk and act in ways which others can't. This refresh is designed to inject this unique persona into everything we do on- and off-screen and expand the Dave brand to an even bigger audience."

The rebrand is more of an extension of the brand’s already well-established brand positioning rather than a new direction. By injecting further creativity into the channel, both online and on air, Dave is ensuring it remains current and relevant.

Red Bee's Andy Bryant adds, "Creating the original Dave brand was one of Red Bee's proudest moments and the channel has gone from strength to strength since then. Now is the time to build on Dave's unique personality and tone of voice with a refreshed identity that exudes the channel's sense of humour in every second between programmes."