In a bid to reflect the channel's core values, the logo will be split up into five segments, called bold, colourful, creative, entertaining and spirited. It will appear on Channel 5, 5USA, 5Star and on its demand service. 

Viacom, which bought the channel from Richard Desmond in 2014, has promised to revitalise the network and turn it into a “bold and playful challenger brand.” It has injected a 10% budget increase in programming to support new comedy, promote UK-originated children's content and build on existing shows such as Lip Sync Battle UK. 

This will be the first time that the broadcaster has used a moving logo.

Channel 5's Vice President of Marketing, Jo Bacon, said it would enhance the channel's appeal to both a younger and a more upmarket audience.