Five to introduce revamped idents

Marketing, Wednesday, 21 December 2005, 12:00am,

Five is preparing to make the first changes to its on-air identity since its radical 2002 relaunch, with the introduction of new idents.

The last redesign, which was overseen by former marketing director David Pullan, saw it drop the Channel 5 moniker, colour bar and logo - the number 5 in a circle.

Pullan's replacement, Jane Scott, has ordered the revamp, which will coincide with ITV's introduction of a new on-air look in January.

Scott has also approved an ad campaign to promote the channel's drama output. The £2.5m campaign, created by TBWA\London with media through Vizeum, highlights Five's 10pm drama slot, and is part of an awareness-building drive.

Shows featured in the ads include House and CSI. The activity breaks on 2 January and runs until mid-February, using outdoor, cinema, press, TV and PR activity.

Scott said a further campaign promoting Five's drama output would appear later in the year.

This article was first published on Marketing