Channel 5 Relaunched As Five

Channel 5 has announced it is to undergo a fundamental branding revamp, which will include a change in its logo next month.

Director of marketing, David Pullan said: ” The campaign set out to achieve three key objectives: to clarify the channel’s creative strategy; to refresh the channel’s on screen identity; and to address the gap between perceptions of Five and our new programming. Channel 5 was a name,’ Five’ is a brand.”

One of the key changes will be the removal of the five-toned logo colour bar which appears as a flash between programmes and appears on the channel’s existing logo. The programmes main screen logo, previously the number 5 within in a circle supported by a colour bar, will be replaced by the word five.

In a separate move Channel 5 officials have confirmed they are in talks with RTL about increasing programme spending. The Financial Times has speculated this is part of an attempt to retain Chief Executive Dawn Airey, after it emerged she had been approached by Carlton and Granada as a potential successor to outgoing director David Liddiment. Channel 5 claim negotiations with RTL are not linked to Ms Airey.

Channel 5: 08457 050505 www.channel5.co.uk

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