The new look is meant to reflect a "constantly evolving, energetic and enthusiastic brand and tone of voice" and features the new strapline, We are Five. The new-look logo is now in capitals with a different font, and will appear in several different colours.
It will be supported by an outdoor and online ad campaign developed by Grey London.
The on-air identity was developed by agency Dixon Baxi and will be unveiled on-screen on 6 October. It will be supported by an off-air marketing campaign and on-air 60-second brand film for Five.
Five has also changed the way it runs promotions and idents around ad breaks and programmes. It has broken its usual one promotional spot between programmes into two parts called "brand bursts" and "content bursts".
The brand bursts will start rather than finish with the station's logo and then go straight into the next programme.
The content bursts are 10 seconds long and will be related to TV shows, but won't necessarily use content from them.
The rebrand is the first major project under Five's head of brand strategy and marketing, Carl Ratcliffe, and comes ahead of the arrival of new executive chairman, Dawn Airey, the end of next month.
United Kingdom
Five unveils radical ident facelift
LONDON - Five has unveiled a new look for its main channel for the first time in six years.
.jpg)
.jpg)