give me FIVE
Channel 5 started broadcasting to the nation (well most of it) at 6pm on March 30th 1997. Still fresh in our minds are the tuning problems that we all experienced. The terrestrial frequencies that had been allocated for the channel in most areas clashed with those already used for our good old VCR’s. A massive re-tuning program started to make sure people could view the channel.
The launch saw the Spice Girls performing a catchy little number (see below) followed by the usual launch protocol/hype. Also pictured is a example of the off-screen promotional literature, with the striking colour themes present throughout.
The latest rebrand is the first time the main channel has undergone a refresh since it transformed from ‘Channel 5′ to ‘five’ in 2002. The 2002 rebrand saw the removal of the ‘five’ toned colour bar, together with the numeral ‘5′ being replaced with the word ‘five’. As you can see, the letters are lower case.
The 2008 rebrand is hardly revolutionary, however the talking point seems to be the shift from lower case letters to upper case. The ‘f’ retains a rounded edge whilst in contrast the other letters have sharp ones. The ‘v’ is slanted and we have to say bears a resemblance to the ‘Living’ channel logo.
An on-screen clip for the rebrand can be seen below. It’s a long way from the original launch, although we should be grateful that after eleven years ‘FIVE’ have got something right by leaving the Spice Girls out of their advertising.
But what next for the ‘FIVE’ brand? If their short history is anything to go by, they should be due for another rebrand in 2013…ish.
Tags: Marketing
