Channel 5 applies a new Spin with mature schedule

Spin has been appointed to redesign the identity for Channel 5, as the TV channel tries to reflect its move away from a core programming content of football, films and soft porn to a more mature schedule.

The consultancy meets with Channel 5 this week to discuss the development of the creative work it presented in the course of a five-way pitch last month. The identity, which launches in September, will give the channel a more coherent personality, says Channel 5 head of creative services Nol Davis.

‘This is the right time [for the rebrand]. There is a new momentum and a sustained period of growth for the channel and the rebrand is going to take account of this,’ he says.

The consultancy has been briefed to reconcile the brand and the content, which will now be more ‘grown-up’, according to the channel. It will revamp the onair identity, promotional material, stationery and templates for the website.

‘The channel has matured and grown-up and the purpose of the work is to reflect that maturity,’ says Spin group account director Martin Saunders.

There will be no name change for the channel, but the core corporate colours could change, says Spin creative director Warren Beeby. ‘The on-air look will be very different. This is a total overhaul of all the on-air elements and that will have an impact on what happens off-air. Colour will play a part – at the moment the identity is perceived as being brash and high-visibility,’ he says.

‘Historically, Channel 5 branding has all been about the number five. We now want to deal with the content and try and engage people a bit more,’ he adds.

The consultancy will work with ad agency TBWA, which was appointed in May, on Channel 5’s marketing material.