The brand character is called Red and will be responsible for all channel navigation - it will appear on-screen during credit rolls providing commentary. It is intended to encapsulate Virgin 1's brand characteristics and will also appear in Virgin 1 idents alongside the channel's talent such as Danny Dyer.
The new logo, which will also be introduced on 9 June, takes on a more retro feel and is designed to be more aligned to the Virgin brand. The Virgin 1 rebrand follows the channel's announcement that it is extending its hours on Freeview and is launching a +1 channel.
The concept of the rebrand has been led by Virgin Media Television's recently appointed brand and marketing director Jeff Dodds.
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