September 16 saw the launch of the
new on and off air identity for Channel 5 and is a complete
transformation of their look, advertising and programming
structure.
The shift to Five was an ongoing project with Spin working in
tandem with creative strategists WalkerBannisterBuss and
advertising company TBWA/London.
Spin’s creative lead encompasses a wide range of off air
stationary, promotional material and style guides alongside live
action on air idents.
One of the key changes is the removal of the five toned “colour
bar”, which originally appeared as a flash between ads since
launch, in addition to being part of the logo.
The original colours have now been expanded to five distinct
palettes, each comprising five colours. The evolution will see the
channel using colour in a more engaging way which will better
reflect the diverse moods and voice of the channel. The channel’s
logo, previously the number 5 within a circle supported by the
colour bar, is now replaced by Five, always appearing in lower
case in the mark.
Five is the first UK channel to regularly use purely typographical
promos – seeing copy-written type overlaid over sound bites from
the channel’s key shows. This method complements more traditional
on-air promotions.
The first of the new idents was actually seen ahead of launch on
Tuesday 10th September 2002, before the movie 'Saving Private
Ryan'. The second of the idents was seen for the repeat showing of
the film on Sunday 11th September. The new look was officially
launched on Monday 12th September 2002. The new look also saw the
removal of the on screen channel identifier (DOG).
