The redesign sees it ditch its colour bar and its logo - the number 5 in a circle. The channel has spent about £500,000 revamping its on-screen identity. Fifteen 'live-action' brand idents will focus on ordinary people in activities such as playing with a frisbee, driving and doing press-ups. Idents and programme trailers will all feature the new five logo drifting across the screen.
Five is backing the relaunch with a £3m outdoor, print and Underground marketing campaign for three weeks from September 16.
The advertising, created by TBWA/London, will focus on promoting key parts of its autumn schedule under the strapline 'see five'. They will be based around three programmes: Michael Jackson's Face: The Sunday Documentary, nightly chat show Live with Chris Moyles and US cop drama The Shield. It will also promote the terrestrial premieres of films Eyes Wide Shut and The Matrix. Ads have been planned and bought by Walker Media.
The broadcaster has acquired the web address www.five.tv to become its online presence, replacing channel5.co.uk.
Marketing director David Pullan said rebranding as five was the idea of the channel's appointed design agency Spin - and met initial reluctance from founders Dawn Airey and Nick Milligan. Agency WalkerBannisterBuss worked on creative strategy.
"Five will give us more creative scope than Channel 5. We're trying to get more charm and wit in our identity, said Pullan. "We want to say to viewers we are the popular alternative to BBC One and ITV."
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