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[Klaus]

Channel 5 was bought by Viacom (owner of MTV) more than a year ago and the changes are being felt now with a new rebrand. They have spent more than 13 months into researching for a new logo/idents. They wished to ditch the 'tabloid' feel of the old logo as they try to become more upmarket with a more broader range of programming, as seen with recent shows such as Body Donors and Ben Fogle: New Lives in the Wild.

Channel 5’s colour palette is made up of eight gradations, spanning pink, purple, green, blue and orange, and on-screen messaging will speak to viewers in a warm and friendly tone, with messages such as ‘see you soon’, ‘welcome back’ and ‘settle in’ set in typeface Nobel Light.

The project was led by Channel 5’s VP of marketing, Jo Bacon and Jody Malam, creative director at MTV. Bacon says the new look is inspired by the idea of presenting ‘spirited TV with an emotional heart’, reflecting Channel 5’s new positioning.

The idents draw on the idea of 5 making everyday life better with a series of short films which each feature a moment of surprise; from a group of five whales emerging from the sea, to five tropical birds appearing on a balcony. “We didn’t want to make them just about the logo, we wanted to create moments of entertainment in their own right,” says Bacon. Films were created by Academy, and directed by Si&Ad.

Bacon says the team did extensive research into perceptions of Channel 5 before starting the rebrand – the project began with a four-month exercise to develop a new strategy, carried out by research and comms teams. While reticent to cite any specific negative feedback from viewers, Bacon acknowledges that there have long been concerns over the quality of 5’s programming – something that was revealed in research – and says the rebrand aims to address this with high production values, cinematic idents and a more upmarket look and feel.

To view the new idents for Channel 5 and 5 USA, click here: http://www.creativereview.co.uk/cr-blog/20...nel-5-rebrands/