• Five

Project info

Five Identity

Initially our brief was to update the channel’s visual image, but it soon became clear that more was required than a wash and brush-up. One Channel 5 executive admitted that many of their viewers were embarrassed to be caught watching their channel. Our response, in line with the channel’s core values of straight-talking, was rooted in a clean and structured information delivery supported by a broad, distinct, colour palette. Our work was the most significant repositioning of a channel that we have been involved in. With Spin’s recommendation, all aspects of the channel – name, identity, behaviour and tone of voice – changed completely. Freely embracing the channel’s commitment to populist programming, the design delivered enabled them to celebrate light entertainment.

Scope of work:
Identity concept and creation
Content commissioning
On- and off-air identity guidelines
Art direction
Printed matter
Motion graphics
Filming and editing
Sound design and production
Font creation and production