5X5 brand evolution

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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!

About the author
Jon Hollenberg
With over 20 years experience within the web industry, Jon is an expert in online marketing and online growth strategies. Over the last ten years he has worked with iconic brands such as Qantas, Jeep and the Currumbin Wildlife Sanctuary plus hundreds of other businesses Australia wide. Jon is a published author of "Love at first site - How to build the website of your dreams".
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