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Richard Desmond rebrands Five as Channel 5

This article is more than 13 years old
Broadcaster to revert to onscreen brand used from 1997 launch until late 2002, as new owner announces restructure

Richard Desmond is to scrap his new acquisition's "Five" branding and on-screen logo and reinstate the broadcaster's launch moniker, Channel 5.

The marketing overhaul has emerged on the day that Desmond's Northern & Shell announced a sweeping management restructure and up to 80 job cuts at the broadcaster.

Channel 5 will be reverting to the onscreen brand used from its 1997 launch until late 2002, although in a new style.

The Spice Girls were hired to help push the original "Channel 5" branding, with a promo featuring the band the first thing viewers saw when the network launched on 30 March 1997.

In the autumn of 2002 Channel 5 ploughed millions into rebranding as Five, at the time described as an "effort to shed its image as the downmarket alternative to its terrestrial rivals". Trevor Beattie's agency TBWA was called in to promote the broadcaster's new branding.

The agency created the famous clip of a through-the-ages montage for the documentary Michael Jackson's Face and introduced the strapline "We are Five". "Channel Five is a name; Five is a brand," said the then marketing director, David Pullan.

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More on this story

More on this story

  • Greg Dyke rejects approach over top job at Five

  • Who will Richard Desmond keep at Channel 5?

  • Channel Five 'bloodbath' as Richard Desmond culls seven directors

  • Channel Five cuts may be brutal, but they are inevitable

  • Dawn Airey set to leave as Richard Desmond shakes up Channel Five

  • Channel Five: thinking Outside the box

  • Richard Desmond has big plans for Channel Five

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