Virgin Media Television's strapline for the channel, "Bravo: Home of the Brave", aims to reflect its personality.
The Bravo devil-horned logo has been embellished in chrome, which a spokesman said was intended to give it a "filmic quality", while the horns have been softened to reflect the "more inclusive tone" of the channel.
A series of idents, created by the in-house team at VMtv Creative, have been made to illustrate the new look and show the new logo travelling down various dramatic street scenes.
Bravo's 2010 schedule includes its own commissioned show such as 'Alex Reid: The Fight of his Life' and 'Human Guinea Pig', featuring Welsh rugby player Gavin Henson, in addition to US drama such as Spartacus, ‘White Collar' and ‘Sons of Anarchy'.
Scott Russell, head of creative at VMtv, said: "The challenge was to take the much loved Bravo logo and give it a new on and off air look that matched the premium content and ambition of the channel.
"Home of The Brave is more than just a strap line. It's a philosophy that will keep evolving in the future and will look to engage the viewer and have them interact with the channel."
United Kingdom
Virgin Media Television reveals new identity for Bravo
LONDON - Virgin Media Television has unveiled a new channel identity and logo for its pay TV channel Bravo ahead of a new schedule, which includes the series 'Spartacus: Blood and Sand'.
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