Five 2002 – 2006 Branding

On Monday 16th September 2002, Channel 5 was rebranded as “Five” The rebranding has been masterminded by design agency Spin, and will come as the channel celebrates its fifth anniversary. Channel 5’s director of marketing, David Pullan, said. “This campaign set out to achieve three key objectives: to clarify the channel’s creative strategy; to refresh the channel’s on-screen identity; and to address the gap between the common perceptions of Five and the new reality of our programming – stimulating viewers’ reappraisal of Five’s programmes and brand.”Channel 5 was a name; Five is a brand. Five as a brand reflects the evolution the channel is undergoing in programming and in becoming a more confident and distinctive viewer proposition.”Its 2002 autumn schedule included a new show hosted by Changing Rooms presenter Carol Smillie, while Clive Anderson hosted a comedy chat show entitled I Am God. A new Sunday documentary slot was introduced, with programmes including Michael Jackson’s Face – a look at the toll surgery has taken of the one-time pop idol’s features.

These idents were used from September 2002 until 7th March 2004.

On 13th December 2003, Five unveiled its Christmas presentation, becoming a bigger budget affair.

On Monday 8th March 2004, a new set of 8 idents were introduced, created by Devilfish

On Monday 1st November 2004 five introduced another new set of idents. Devilfish were behide the redesigned Five’s on-screen ident package. The package places the Five logo within the branding, with Sean de Sparengo directed the sequences. The idents were post-produced at VTR and worked on by colourist Tareq Kubaisi, Flame

Five Programme Promotions

Examples of promotion endboard layouts.

Five Miscellaneous Items

Presentation used for Milkshake/Shake