Channel 5 unveiled a refreshed brand identity for its entire portfolio of TV channels and its online video player to viewers in the UK at 9am on Thursday 11th February. The refresh is intended to create a stronger brand positioning and personality for Channel 5 that better reflects the creative range of its content. The refresh, which is the first overhaul of Channel 5’s brand identity since its takeover by Viacom in September 2014, will position the UK’s fifth public broadcaster as a bold and playful challenger brand.
The brand refresh has been overseen by Jo Bacon, VP, Marketing for Channel 5 and led creatively by Jody Malam, who has been working on secondment from his role as Creative Director for MTV UK. The work has been developed in collaboration with a number of world class creative design agencies and executed against an updated brand strategy designed to define a more independent and differentiated brand positioning for Channel 5 that conveys its core brand values: Bold, Colourful, Creative, Entertaining and, above all, Spirited. It has also raised the bar creatively or Channel 5’s on-screen brand presence – to better showcase the channel’s content and the improving range and quality of its schedules.
The rebrand has taken effect across the whole channel 5 portfolio include 5STAR and 5USA and sees catch up player Demand 5 renamed to ‘My 5’.
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