Channel 5 - Brand Refresh

Light it up. A full creative refresh to elevate Channel 5’s brand positioning.

Having rebranded for the first time since their Viacom takeover in 2016, Channel 5 were in need of a complete refresh to deliver on a more refined and elegant brand identity.

Working alongside the team at 5 Creative we set about a development process which focused the creative on playing with the fragments of the 5 logo in its more abstract form. We then set about breathing life into the object itself; experimenting with light and texture until we landed on a final route. Close up, geometric elements from the logo with high quality, photo-real textures and realistic illumination would build the elements of the channel brand.

We would then set about applying this treatment across the whole channel to deliver hundreds of assets encompassing idents, bumpers and stings, on-screen promotion and fully functioning promo kits.

Channel Overview

We designed a catalogue of assets utilising all the geometric shapes of the logo and an illuminated colour kit. Over 200 deliverables included menus, idents, ece’s and a fully editable promo kit. To differentiate between the OSP and the channel brand elements we mix between static camera positions with head-on views - which provide subtle backplates for our information to live - and the introduction of angles and camera moves to find interesting shapes and beautiful movement within the restriction of our illuminated logo elements.

Development

Developed and built in Cinema 4D using Arnold Renderer. We implemented real life tests using 3D printed 5 logos and varying light sources to maintain the most stylistically beautiful and true to life aesthetics possible.

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