For the first time in six years, Five is giving itself a rebrand. The new look network has dropped the lower case type, and replaced it with a logo that’s just a little reminiscent of way BBC One do things.
Coming on-air for the first time last night, the look isn’t the only thing to change, with a new approach to promotions and ad breaks also coming into effect.
While the new look is just as slick as any other UK network, it manages to lack some the unity of other network idents, and although I’ve only seen this selection, I’m pretty confused as to what its all meant to mean, if anything.
For me though, Channel Five are going to have a hard time topping this.