Channel 5


Channel 5

Channel 5 is many things to many people.  As one of only five terrestrial channels in the UK, it reaches 45 million people each month. It has a huge following but has skewed down-market over the last several years. With a recent acquisition by Viacom, and a flood of premium acquired and original content, 5 wanted to shift gears and to reposition themselves as a more up-market, aspirational destination, without losing touch with its roots as a brand for the people.

The breadth and depth of their offering can’t be summed up easily. They don’t just offer drama or docs or sport or travel or films or news…they offer all of those. There are also several sub-brands with varying internal tennets. So, the core brand has to flex: it has to be both mainstream and definitive, sophisticated and accessible, edgy, fun, and authoritative. A study in contrasts. An amalgam of differing traits.

A branded house.
A house of brands.


Five Easy Pieces.

The new mark does a lot of the heavy lifting in communicating the brand shift. It speaks to a brand made up of disctinct components, and varying traits. Each piece is unique but the whole is authoritative, playful, modern and balanced. And it has a twist, literally and figuratively.

The logo also works as a hub for the family of sub-brands. The marks for 5Star, 5USA and My5 are built on the same 5 logo in outlined form. This allows for consistency but puts the emphasis on the sub-brand. The secondary marks are all built on a single typeface, Brandon Grotesk, with signature modifications per brand.

The new marks sit comfortably with an existing logo for Spike, redesigned in 2014 by Blue Marlin. The family of 5 logos leverages the sliced form of the Spike logo to create a cohesive family.


The master 5 brand is broad in scope and the visual identity follows suit. The brand is built entirely around the deconstruction of the main logo. Pieces disassemble and become curious abstractions to allow for content to take center stage, then they reconfigure to recreate the logo and stamp the brand.



Typography is modern and restrained. The identity uses a mix of Replica, which has a technical feel, and Nobel, which is elegant and geometric. The combination is something that feels forward looking but classic.


5 Star

5STAR is a younger, more female skewing brand, so the identity is more dynamic and energetic. It’s built on crops of the logo, filled with faceted shapes and dynamic patterns. The result is something that’s eye-catching and exciting, and although very active visually, still allows the talent to take center stage when needed.

The 5STAR logo is modern and sophisticated. Taking cues from the angled edge of the 5, we sliced the ‘A’ creating a unique edge and silhouette that helps inform and unify the package.

“5’s new look does a stellar job of smartening up the channel’s image.”



The concept of a multifaceted identity is a perfect reflection of the audience - it speaks to depth and complexity. Following a simple formula, countless permutations can be generated - no two are the same. In motion the dynamic effect is amplified, and filled with a variety of patterns, the result is dazzling.



The patterns are the emotional core of the brand. Each pattern has a different feel and when combined they create exciting clashes of personality. Even more so when mapped onto the facets, pushing them in unexpected directions. They can be constantly updated, giving the identity a fresh look seasonally.



5USA is for an older audience interested in gritty, American-based crime and drama. The identity is built around grand American landscapes, filled with intrigue. Borrowing from a classic movie poster language, we add a cinematic feel to the programming. The result is a brand that feels expansive, with great shifts in scale, punctuated with bold typography.

In keeping suit with the other 5 logos, 5USA has a single, signature modification that makes it unique. We still use the angled, slicing language seen elsewhere, but this time take a cue from the american flag. When angled, it does a nice job of pointing to the flag without overdoing it.


There’s nothing meek about this channel and the typography captures that spirit. Big, bold, all-caps, block type takes center stage. Images and characters are worked around this central anchor, as in movie poster design.