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As a channel, Channel 5 was commissioning more dramas, documentaries and political shows. It still has its key content that appealed to its core demographic with its entertainment genre. Therefore the re-brand could not alienate its current core audience.

The new channel branding needed to reflect a new direction for the channel based on its newly commissioned content. Stripping out all of the fuss from the previous branding and simplifying the experience, we designed a new typeface and making every aspect of its identity stem from its logo, assured attribution. Light plays a big part of our re-brand, illuminating and highlighting our shows, putting its content front and centre.

From idents to on-air to off air to social. We tackled everything to ensure this felt like a cohesive sophisticated identity.

The chosen colours accommodate for day part scheduling and to reflect the tone of the channels content.

Beautiful 3d renders with subtle motion married with incredible music composition delivered a channel that conveyed a less digital experience and made the channel feel more ‘grown up’ to compete with its PSB counterparts.