Not
a re-launch, but still an identity revolution
The new schedule, launched on September 16th 2002, contained
some new shows and a tweaked structure, but was not substantially
different. We didn’t call it a re-launch because it was
not a product revolution.
What we did do on the 16th September, was to dramatically and
symbolically cut the most visible links with the popular view
of the “old 5”. We signified the start of a new era
through a complete change of identity on air.
We didn’t hang on to the past, and 5 became Five. Continuity
announcers were replaced. Our on-screen bug was removed. The
beloved tuning bar disappeared. ‘Slice of life’ idents
were aired between programmes. Programmes were trailed through
snippets of transcribed speech or conversation. Language became
visual, and colourful; and, in the case of Home & Away in
particular, took on dramatic, new meaning.
©
Five review of 2002
channel
5 becomes five (Extracted from the August
23, 2002 press release)
[..]
Following a highly competitive pitch process a trio of leading
consultancies was selected to help execute the marketing
strategy devised by Pullan and his team: creative strategists
WalkerBannisterBuss; design agency Spin and advertising company
TBWALondon, who all worked alongside Five's in-house marketing
department on the different elements of the campaign.
WalkerBannisterBuss worked closely with Five's creative strategy
team in Programming and Marketing to help identify and articulate
the channel's positioning moving forward.
WBB helped to distil key themes from existing and new research,
and to formulate potential positioning for the channel, before
working with the team to identify the channel's core values
and organising thought.
The Spin team of Creative Director, Warren Beeby, Group Account
Director Martin Saunders and Senior Designer, Chris Turner,
worked with Five's in-house Creative Services department to
create an entirely fresh on-air look comprising an integrated
graphics system and a new logo, plus personality-defining live-action
idents.
One
of the key changes will be the removal of the five toned "colour
bar", which has 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, will now be replaced by Five,
which will always appear in lower case in the mark.
Five will also be the first channel to regularly use purely
typographical promos - which will see copy-written type overlaid
over sound bites from the channel's key shows. This method
will complement more traditional on-air promotions. The new
on-air identity will be complemented by specially commissioned
music from leading cutting edge commercial artists, as well
as expanded usage of commercial music which will be licensed
from record companies and music publishers. [..]
© Channel
5 Broadcasting Ltd. 2002 |
