Digital channel Dave has rebranded for the first time since its launch in 2007.
More than 40 new idents and humorous visuals will be used between programmes. The new branding rolled out yesterday.
"We want people to think of Dave not just as a place you visit but a mate you want to spend time with, even when you can't get near a telly," Will Gunton, senior brand manager at Dave, said in a statement. "In a world crowded with hundreds of channels, Dave has always stood out for its unique personality, which gives us the ability to talk and act in ways that others can't.
"This refresh is designed to inject this unique personality into everything we do on- and off-screen and expand the Dave brand to an even bigger audience."
"Now not only home to all things witty, Dave's distinct and charismatic personality is continuing to bring wit to your world through unexpected and amusing moments of entertainment and flashes of irreverent humour," Dave North, Dave's general brand manager, added.
"The look and feel [advertising agency] Red Bee has created provides a re-energised and more flexible platform for the channel's wide range of brilliant programming."
Dave recently announced a line-up of original comedy commissions including 'As Yet Untitled' from Alan Davies, and three World Cup 2014 football specials. It has also commissioned new series of 'Freewheeling' from Ross Noble, and 'Crackanory'.
The new series of 'Red Dwarf' which was recently confirmed is also thought to be coming to Dave in 2015.