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2 min

5X5 brand evolution

Five by Five has been around for 13 years and over that time we have had a few logos over the years.

Earlier this month we embarked on a brand evolution.

Where did the name come from?

The name “Five by Five” came from the military. When communicating over two-way radios a station may request a report on the quality and strength of the signal they are broadcasting. The signal quality is reported on two scales; the first is for signal strength, and the second for signal clarity.

Five by five therefore means a signal which has excellent strength and perfect clarity – the most understandable signal possible.

Our web solutions enable our customers to deliver strong and clear messages to clients through a balance of great design, marketing insight and cutting edge technology. Hence the name “Five by Five” stuck.

The Logo

Five By Five Logo Evolution

Not a massive update but more of an evolution inline with some external factors. We moved into our new office in early 2019 which uses a lot of darker pallet colours. We wanted the updated brand to reflect these tones.

A complete brand update

Brand style guide

Five By Five Style Guide


Five By Five




Five By Five Cards

Sales proposals

Five By Five Sales Proposals


Five By Five Website

Social media

Five By Five Social Media

So what is the value in the brand evolution?

For me it is keeping it fresh and interesting. In business, it is too easy to stagnate and become stale. By continually looking at your “go to market” message & image you are challenging yourself to play a bigger game. To continually reinvent yourself.

This coupled with the fact that we working in a creative space means we need to stay current.

Asking important questions like:

  • Are we still relevant?
  • Do we present well?
  • Are we still contemporary?
  • What are our competitors doing?

We would love to hear your feedback!

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Holly Turkington
Content Creation Genius

Holly started her career in Television production for Sky Sports in New Zealand, after completing her degree in Television and Journalism. After moving to the sunny Gold Coast 4 years ago, Holly branched out into the world of digital marketing and content creation.

Writing subjects were always Holly’s favourites through school and uni and when she

started working at Five By Five as an SEO copywriter, her Mum said she had “come back
to her roots”. With more than 200 blogs on every subject imaginable under her belt,
Holly is equipped to handle any client content thrown her way!

Holly is a big fan of reality television and our resident Kardashian expert.

Pre-Covid she was a bit of a jetsetter and would catch more than 30 flights a year. Her favourite thing in the world to do is eat, chat, share ideas and most of all, laugh!