Five Flagship Channel Gets New Look

Five has unveiled a new on and off-air look for its main channel as part of a branding refresh which began in the spring.

The new look is the second wave of the project following the launch of Fiver, formerly Five Life, in April. The on-air will be unveiled on the channel on October 6.

This is the first major off-air project under Five’s head of brand strategy and marketing, Carl Ratcliff, who said: “We feel this new work is closer to the truth of the brand. Playfulness and colour sit at the heart of this new identity.”

Ratcliff worked in conjunction with Five’s head of creative services, Nol Davis, to manage the new on-air strategy and create a cohesive look and feel across all the refreshed activity.

Davis said: “The new on-air identity reflects a constantly evolving, energetic and enthusiastic brand and tone of voice. There is real synergy on and off air which reflects a true collaboration between all our creative services and agencies.”

Along with the new look, Five has unveiled ads for new series Unbreakable, an adventure series hosted by Benedict Allen and the irreverent travelogue series, Paul Merton in China.

In order to express the inclusive tone of the renewed brand the off-air marketing now features a ‘we are’ before the Five logo.

The advertising campaigns for Unbreakable, Paul Merton in China and the new 60 second brand spot were created by Grey London and the on-air identity was developed with Dixon Baxi.

This is the first time the main channel has undergone a brand refresh since it transformed from Channel 5 to Five in 2002.

Five: 020 7550 5555 www.five.tv