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Five— Rebrand

It’s growing on me, but I did really like the old stuff.

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Liked that? Try these

Have your say

    12th Nov 2008
    12:57 pm
  1. I wasn’t a fan when I first saw it either, I thought it looked down-market, at a time when Five had managed to become a respectable terrestrial channel. Not that I love it now, particularly, but it definitely looks much better, and shows its versatility, when run through the range of media. And, at least its not just a piece of Helvetica.

  2. Nikolay
    12th Nov 2008
    2:00 pm
  3. Personally I find it way better than the old one.
    It’s more TV to me. Lovely job on the commissions DB did on the spots.

  4. alexparrott
    12th Nov 2008
    4:51 pm
  5. I really like it too – but every time I see the logo I always think the F seems a little out of place as it’s curve is not replicated anywhere else in the wordmark. To me this gives the impression of being lowercase, reading fIVE. Despite that I’m still enjoying channel five more than usual!

  6. jordan
    12th Nov 2008
    5:02 pm
  7. Why!

  8. katie
    12th Nov 2008
    5:41 pm
  9. it ain’t growing on me.. looks like either an 80s sports brand or some kind of aerosol deodorant..

  10. Neil
    12th Nov 2008
    5:43 pm
  11. Looks like a logo for washing powder

  12. APB
    12th Nov 2008
    11:27 pm
  13. Feels more suitable for the channel than the old.

  14. Ellie
    13th Nov 2008
    10:18 am
  15. Although it is a given improvement on the old logo I cant help feel it is dated and a half hearted attempt to bring the channel into the mainstream. It isnt fresh or new in any way. A sandwich of ‘seen’ graphic devices.

  16. GilGil
    13th Nov 2008
    12:22 pm
  17. Looking at the application of the brand it grows on you but the first reaction to seeing it on TV but each time I’m exposed to it on TV I can’t help feel, like a few others here, it’s dated and can’t hold it’s own as much as the previous identity by Spin could.

    Some of the onscreen visuals that go with application look pretty sweet though in places. I guess it’s always very difficult branding something as huge as a TV channel and a terrestrial one for that must be a huge challenge. You’ll never please everyone.

  18. Euan
    13th Nov 2008
    3:05 pm
  19. Neil your spot on! i thought of Daz washing powder when i first saw it. Not to say that it is Daz, and not one of its fabric cleaning competitors.

    For me.. it’s like someone has ran up to Tony Brook and slapped him in the face. It’s doesn’t have the instant appeal of the old… why move away from something that has more to offer? Bad times.

  20. racar
    13th Nov 2008
    10:32 pm
  21. of course its looks like a logo for Daz.. Five is the Tv equivalent. I’ve been trying to look at this rebrand objectively as I think Dixon Baxi are usually extremely good.. however… The logo I can understand. The old Five identity (although I loved it visually) was aloof at times and didn’t really fit with the ‘brand’. it was a well thought through stylised look for an ill thought through channel of crap. this one fits the bill much better. its brash, it feels a bit throw away and it’ll date in weeks. the idents are a strange collection, its a lovely idea to commission different idents from different artists but I don’t think they work at all.. a mixture of old ideas and slick but dull motion graphics. still, maybe thats what the Five punters want. I suppose one thing to be thankful for is that Five seem to have got over wnating to be Channel 4 for a while. as they just don’t have the vision or creativity to live up to it. I reckon much of this rebrand was design by committee.

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