A new look 5USA launched a new look
at 9am on Thursday 11th February 2016. The new logo, as with
Channel 5 and 5 Star, was designed by New York agency Gretel.
According to Gretel, "the identity is built around grand American landscapes, filled with intrigue. Borrowing from classic movie poster language, we add a cinematic feel to the programming. The result is a brand that feels expansive, with great shifts in scale, punctuated with bold typography. Big, bold, all-caps, block type takes centre stage. Images and characters are worked around this central anchor, as in movie poster design."
The idents were created by London studio Momoco, which were shot using drones and feature sweeping views of US cities.