Last week saw the launch of a radical new look for the Channel 5 brand. Since its inception in 1997 the channel has had many changing faces, but it has always struggled to differentiate itself from its rivals.

The aim is to reflect the many different identities of its various TV channels and explain to both viewers and advertisers its ‘breadth’ of content.

The rebrand includes a new logo and on-screen treatments for each of 5’s channels and has been designed by New York agency Gretel. The logo is made up of five individual segments in different colours and textures that can be animated and deconstructed.

There’s also several new idents which all play on the ‘5’ theme. Beautifully shot, they look slick and modern, drawing on the idea of 5 making everyday life better.


As with any branding project the proof is in the pudding. It’s a year since we repositioned the Multiyork brand and the results speak for themselves. There’s been a marked increase in store visits and sales as well as a deeper brand engagement. However the hard work doesn’t stop there (and I’m sure it will be the same for Channel 5) as we’re constantly evolving and developing the brand, ensuring we’re responding to consumers’ wants and needs.

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