Dunning Eley Jones rebrands Dutch TV channel

by Alex Donohue, Brand Republic 21-Aug-07, 15:45

LONDON - Dunning Eley Jones has rebranded Dutch commercial broadcaster SBS's Net5 channel, after winning a three-way pitch.

Net 5, which launched in 1999, unveiled its newly-designed ident, screen logos and on-air brand identity this week.

SBS said the new idents, created by Dunning Eley Jones, would feature five separate designs, which would aim to tell five different "stories" in sequenced shots. The redesign also includes a rebranding of all of Net5's online properties and merchandise.

Matt Penney, creative director at Dunning Eley Jones, said: "Net5 has a loyal following already so the challenge here was to create a new identity that didn't alienate existing viewers but which captured the attention of a potential new audience.

"It is also a channel that is in an increasingly competitive market place and the new branding needed to ensure that it stood out from the crowd."

The channel, as well as hosting major movie releases, also screens a number of English-language programmes, including 'Grey's Anatomy', 'Dawson's Creek', 'Desperate Housewives' and 'Smallville'.