The UK's public broadcaster Channel 5 has rebranded and relaunched under the name '5'. This is a strategy to integrate cable broadcasting and streaming services. The broadcaster has combined the existing Channel 5 and streaming service My5 into one brand, introducing a single name, '5'. The logo design, which emphasizes the number 5, has also been changed.
The brand refresh was created in collaboration with creative agency Pablo. The advertising campaign, “It’s all on 5,” highlights the broadcaster’s diverse content and highlights 15 new live channels from Paramount, including popular shows like “Peppa Pig” and “Geordie Shore.” The ads will air across TV, digital, social media, radio and a large outdoor advertising campaign in the King’s Cross Underground corridors in London.
“It’s important to unify the brand so viewers can easily find the content they want,” says Laura Pye, VP of marketing. Channel 5 has grown in recent years by focusing on original content, but some of its programming has been mistaken for other broadcasters. To address this, the company has created advertising that reinforces its branding and introduced a consistent design system.
Design firm Pentagram developed an advertising system that maintained a strong brand identity at the request of Channel 5. It adopted a modular design to effectively promote a variety of programs and was flexible enough to work in a digital environment.
However, some viewers have reacted to the brand change as confusing, with some on social media saying “it will still be called Channel 5”, while others have pointed out that the name change will not make any real difference.
