The channel's fresh identity has been created by brand consultancy Dave, and will be backed by an integrated campaign by VCCP.
Five is now seeking a digital agency to support the overhaul with online advertising and promotions, a web portal and a microsite. It has already appointed Made By Many to develop a digital content strategy for five.tv and redevelop its website as a social network.
The project is the first major undertaking for managing director Lisa Opie, who took on marketing responsibilities last year, having moved from her role as managing director of content.
Fiver will be aimed at 16- to 34-year-old men and women. The broadcaster also intends to overhaul Five, Five US and its fledgling TV on-demand service.
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