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.


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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