|A new look 5USA launched a new look at 9am on Thursday 11th February 2016. The new logo, as with Channel 5 and 5 Star, was designed by New York agency Gretel.
According to Gretel, "the identity is built around grand American landscapes, filled with intrigue. Borrowing from 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. Big, bold, all-caps, block type takes centre stage. Images and characters are worked around this central anchor, as in movie poster design."