Will Channel 5's rebrand turn out OK?

A new year, a new(ish) owner and a new logo for Channel 5 , which will rebrand its on-air look next month. The branding, which has been around for a while on the broadcaster's publicity material, is a funky little number which does exactly what it says on the, er ... screen – for the first time in the channel's history, it actually features the word "channel". Ground-breaking stuff. It's not the first rebrand in Five's, sorry, Channel 5's history – as you'll see here – but we can't help but feeling the on-air look has been getting steadily less effective over the years. Boss Richard Desmond will be hoping the new look reverses that trend.