Channel 5 Broadcasting has appointed Ortmans Young to create its on-screen identity. It is believed the group won a proposals pitch against rival contenders Lambie-Nairn, English and Pockett, Tomato and US group Pittard Sullivan.
“We know we want to create something unconventional, which involves rethinking the conventions of promotion and identity,” says Ortmans Young senior partner Marc Ortman.
The consultancy will be working closely with Wolff Olins, which has been responsible for the channel’s branding so far (DW 9 August).
Ortmans Young designed the award-winning on-screen identity for ITV franchise Westcountry Television (DW 1 July 1994).
The consultancy is 20-strong and has recently taken on a new designer, bringing the design team up to about six, says Ortmans.
Channel 5, the UK’s fifth and final terrestrial channel, is due to go on air on 1 January 1996.