Channel 5 launches new brand identity based around the idea of “an emotional heart”

Channel 5 has launched a new brand identity, based around the idea of “spirited TV with an emotional heart.”

The new designs were overseen by Channel 5’s vice president of marketing Jo Bacon, and led creatively by
Jody Malam, who has been working on secondment from his role as creative director for MTV UK. A number of other agencies were involved, including New York-based Gretel, which worked on the logo design and on-screen presentation. Los Angeles agency Troika worked with 5Creative on the route definition, Channel 5 bumpers and My5 logo design.

According to Channel 5, the designs aim to “define a more independent and differentiated brand positioning” which conveys its core brand values of “bold, colourful, creative, entertaining and, above all, spirited.”

The new logo is segmented into five parts, with different colours and textures used to reflect different moods and styles of content. These are animated for the on-screen presentation, which also uses new text messages in the break bumpers, using a “warm and friendly” tone of voice, according to Channel 5.

The new look extends across all Channel 5 sub-brands, including 5Star (formerly 5*), 5USA and My5 (formerly Demand 5). The new branding will launch on-air tomorrow morning.