Universal Channel


We worked with NBCUniversal to create the new identity for their flagship international brand, Universal Channel, giving them a whole new idea – ‘100% characters’.


Reflecting our brand proposition and tag line for the channel, “100% characters”, the idents show everyday scenes enlivened by the presence of one idiosyncratic character.


The OSP used our “% dial” visual device, an element inspired by Universal’s logo, to showcase the content and point to navigation information.


Print needed a creative idea and style guide that could be applied globally with stock images and minimal production costs. The character “% dial” offers character insight and a simple frame in which to place the lead promotional image.