UK Edition
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Lads channel Bravo is undergoing a big budget revamp to mark its 21st year of broadcast in the UK.
The new look - rolling out later this month - includes a switch to a retro-style, black-and-white logo (pictured left), complemented by the strapline "Bravo - Entertaining men since 1985".
Flextech Creative is responsible for the new identity, which has been designed to reflect Bravo's "witty and confident values" from 21 years of "seasoned heritage".
A nationwide marketing campaign - the channel's first in five years - will back Bravo's new autumn/winter programming lineup. At the forefront is CBS action drama The Unit, with other series on the slate including Life On Mars, Danny DeVito comedy It's Always Sunny In Philadelphia and a new fly-on-the-wall series following rock group The Towers of London.
"Last year we embarked upon repositioning Bravo to an upmarket entertainment channel with wider appeal to 16-44 year old males and with clever acquisitions and great commissions we are achieving this goal," explained Jonathan Webb, head of Bravo, Challenge and Trouble.
"The brand update, high profile acquisitions and high quality originations demonstrate our heightened commitment to continue this evolution and provide our viewers with ever-increasing quality content."
The new service, aimed at younger males, will "embody cheekiness" with programming including fighting, factual, gambling, reality, action movies and "adult" entertainment.
To coincide with the changes, Bravo is being promoted on the Sky EPG. The main channel will be located on 121, with the timeshift service following on 122 and Bravo 2 on 123. Challenge and its timeshift service are displaced to positions 124 and 125 respectively.
