The channels' division of NBC Universal International Television announced the brand refresh of its flagship brand, Universal Channel.
The refresh focuses on character-driven entertainment as the channel unveils its new positioning, logo, on-air packaging and tagline, "100% Characters".
The tagline represents a character who is larger than life, who stands out in a crowd and lives life to the max.
The branding incorporates five new branding filters to guide its approach to the look and feel of the channel: character-centric, confident, positive, high quality and broadly appealing.
Lee Raftery, EVP, marketing, NBCUniversal International Television, said, "Universal Channel's new logo, look and '100% Characters' tagline are simple and intuitive enabling us to connect with the hearts and minds of our audiences, everywhere, and maximise the potential of this global entertainment brand."
As part of the brand refresh, Universal Channel Asia will premiere Bates Motel on 29 May. The series is the critically acclaimed prequel to Alfred Hitchcock's genre-defining film,Psycho, which has already been renewed for a second season.
The channel's new positioning comes to life across Asia on 28 April and in Central and Eastern Europe, Russia, Africa, Latin America, Brazil, the UK and Australia throughout the coming months.
The Universal Channel brand refresh was developed via collaboration between NBCUniversal International Television's central marketing team, the award-winning creative division of Red Bee Media and world-leading TV brand strategist, Lee Hunt.
"Universal Channel is one of the fastest-growing general entertainment channels in Asia, and we are certain the refreshed channel will provide an even greater connection with Asia's entertainment seekers, advertisers and platforms," said Christine Fellowes, managing director, Asia Pacific, Universal Networks International.