[Thomanory]

At least they are giving us time to prepare for the inevitable horror.

[Larry the Loafer]

If the ball didn't drop about how atrocious this rebrand is when they typed "U is coming" then I don't think it ever will.

[Josh Griffin]

This is so ridiculous. Why on earth would they do this?! Why rename a broadcaster after 30 years to a single letter?!

[Stuart]

This is so ridiculous. Why on earth would they do this?! Why rename a broadcaster after 30 years to a single letter?!

It's almost along the lines of when Royal Mail decided to rename themselves to Consignia in 2002. Nobody within the organisation could actually admit that it was a terrible idea, so it went ahead.

They relented after 16 months and it went back to Royal Mail plc. I smell something similar with UKTV/U, but things in the media move faster these days, so it may not take as long to reverse.

news.bbc.co.uk 

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[Keith]

I smell something similar with UKTV/U, but things in the media move faster these days, so it may not take as long to reverse.

A clue will be if we see an animation where there's a "U", "KTV" slide out from the right hand side of the U, before sliding back in. The sort of attempt to keep the questionable rebrand, whilst feeling the need to remind viewers of its/ was a UKTV channel.

[Josh Griffin]

Why can't they just rename themselves to UK Gold, UK Dave, UK Yesterday, UK Alibi, UK W, UK Drama and UK Eden? Those actually work a whole lot better than U&Dave, U&Yesterday etc.

[Brekkie]

Will the socials keep the same handles or all be prefixed "Uand" as like web urls the & is not a permitted character, but at least Bandq have the excuse of their brand pre-dating such considerations.

[Josh Griffin]

I agree with you on that. But let me assume you, letters are cursed when it comes to rebranding. U - UKTV X - Twitter

[Larry the Loafer]

Why can't they just rename themselves to UK Gold, UK Dave, UK Yesterday, UK Alibi, UK W, UK Drama and UK Eden? Those actually work a whole lot better than U&Dave, U&Yesterday etc.

I can picture some marketing gimp laughing off the idea of turning to old ideas, even though I still think UK Gold is the best name that channel has ever had. However, personally, I can't see any prefix or suffix sitting comfortably next to a name like Dave or Yesterday.

[Josh Griffin]

Oh yes. UK Gold is so nostalgic! G.O.L.D was a bit awkward for the channel tbh