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Newsfeed Item
November 4th, 2008
DixonBaxi : Five rebrand
DixonBaxi’s latest project: the rebrand of TV Channel Five . A comprehensive redesign including their identity, channel package, idents and roll out of the identity across all platforms. Working with some of the best directing and animation teams from the UK, USA and beyond to create a bold and expressive channel.
Posted by: ventilate
Comments (3)
Chris Cairns work may seem familiar, he also directed the spot where an intersection was turned into turntables for proXfade.
I'm really not a fan of the re-brand. The original identity by Spin was much nicer and alot more dynamic and flexible. Also the new site is rather ugly and seems to resemble a radio station, music site, rather than that of an engaging broadcaster.
I agree.
It seems rather odd to have such meaningless and insipid motion graphics as an identity for one of the terrestrial broadcasters. Fair enough for Living TV or any other of our many regurgitative cable channels. I guess that Five do resemble these channels in many ways though. Its a shame that the considered work that Spin did has been replaced by this mediocrity. a step backwards not only for Five but also for Dixon Baxi whose work I have always admired, and often found inspiring. I am finding it difficult understanding what this rebrand which presumably cost a packet has brought to the channel. It has just made it seem more flippant, throwaway perhaps. but then I suppose that is on brand.