Five brand bursts 'chair' by DixonBaxi

Five has unveiled the channel's new on-air identity, which launches on Monday, October 6, as part of the ongoing brand refresh work across all of Five's channels.

The new on-air look, created in conjunction with DixonBaxi, has replaced its traditional promos with "brand bursts" and "content bursts" to communicate its brand values with a more emotional impact.

Five approached a number of creative teams and production companies in the UK and abroad to create brand bursts for the new, on-screen look.

More than 100 submissions from New York, LA, London and across Europe have been scrutinised with 20 ideas going into production.

Teams as varied as Partizan, Aardman Animations, Buck, Flynn and Rokkit were selected to create bursts that set the template for this ongoing project.