September 16 saw the launch of the new on and
off air identity for Channel 5 and is a complete transformation of their look,
advertising and programming structure.
The shift to Five was an ongoing
project with Spin working in tandem with creative strategists
WalkerBannisterBuss and advertising company TBWA/London.
Spin�s creative
lead encompasses a wide range of off air stationary, promotional material and
style guides alongside live action on air idents.
One of the key changes
is the removal of the five toned �colour bar�, which originally appeared as a
flash between ads since launch, in addition to being part of the
logo.
The original colours have now been expanded to five distinct
palettes, each comprising five colours. The evolution will see the channel using
colour in a more engaging way which will better reflect the diverse moods and
voice of the channel. The channel�s logo, previously the number 5 within a
circle supported by the colour bar, is now replaced by Five, always appearing in
lower case in the mark.
Five is the first UK channel to regularly use
purely typographical promos � seeing copy-written type overlaid over sound bites
from the channel�s key shows. This method complements more traditional on-air
promotions.
The first of the new idents was actually seen ahead of launch
on Tuesday 10th September 2002, before the movie 'Saving Private Ryan'. The
second of the idents was seen for the repeat showing of the film on Sunday 11th
September. The new look was officially launched on Monday 12th September 2002.
The new look also saw the removal of the on screen channel identifier
(DOG).
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| IDENT | Out driving A | A woman, in a car, out driving.
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384kb 14.8sec
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| IDENT | Out driving B | A different version of the same woman out driving.
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384kb 14.8sec
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| IDENT | Out driving B | Out driving again, without someones head in the way this time.
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391kb 14.8sec
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| IDENT | At the pool A | A man gets into the pool and swims off.
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384kb 14.8sec
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| IDENT | At the pool B | A whistle blows and the man swims off.
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384kb 14.8sec
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| IDENT | In the Garden A | Someone pumps and sprays the bushes.
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338kb 13.0sec
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| IDENT | In the Garden B | Someone does some pruning.
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358kb 14.8sec
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| IDENT | In the Garden C | the bushes drip.
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555kb 20.4sec
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| IDENT | Park Bench | A woman on a bench with a dog on a lead.
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330kb 13.0sec
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| IDENT | Excited Hug | Two girls hug excitedly.
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420kb 16.7sec
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| IDENT | Welcome Hug | A woman welcomes another woman with a hug.
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392kb 14.8sec
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| IDENT | Trying On Shoes | A woman tries on several pairs of shoes.
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544kb 20.4sec
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| IDENT | Frisbee | A man plays with a frisbee in the park.
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438kb 16.7sec
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| IDENT | Press Ups | A man does some press ups.
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381kb 14.8sec
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| IDENT | Opening a Box | A man opens a box and takes something out.
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690kb 26.0sec
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