Fiver rebrands with Foreign Office idents

Channel Five’s digital sister channel, Fiver, is to rebrand to 5* next month, with a new logo and new branding designed in-house by the team at Northern & Shell, and refreshed idents by Foreign Office.

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The rebrand of Fiver will accompany other changes to the branding of Channel Five’s portfolio, hoping to create ‘a more consistent experience for viewers across Channel Five, 5* and 5USA’, according to Channel Five.

Design consultancy Foreign Office has refreshed the idents and screen menu for the channel. Ahead of the rebrand of 5* and 5USA, there will be new idents and branding for Channel Five, created by Foreign Office and the in-house team respectively, which will appear on air from 14 February.

The new 5* logo and branding will launch on 7 March, and aims to ‘highlight the energy, optimism and fun-loving attitude of the channel’, according to Channel Five.

Channel Five director of programmes Jeff Ford says, ‘Refreshing the branding and idents for each channel gives viewers a more consistent experience across the different channels.

‘In a competitive marketplace, you need strong brands that jump out of the EPG [electronic program guide], and the rebranding of Fiver as 5*, combined with exciting new shows, provides us with a distinctive channel.’

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