Virgin1 to refresh brand and programmes

By James Welsh

Virgin Media Television's flagship general entertainment channel is to launch a new brand identity next month.

On June 9, Virgin1 will unveil a new look, comprising a "dynamic new logo, eye-catching idents and creative online elements", to kick off a year long "reinvigoration" of the channel.

"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," said Daniela Neuman, Virgin1's director of programmes. "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."

The new creative approach has been put together by the channel working in partnership with Red Bee Media.

"We have been thrilled to get the chance both of working with such a strong brand as Virgin, and then helping to ensure that it was captured with suitable scale, innovation and mischievousness in the channel identity," said Red Bee Media creative director Andy Bryant.