Channel Five's digital channel Five US is to be relaunched on 16 February as Five USA, in a repositioning that aims to reflect the "energy, pulse and guts" of American cities.
The rebrand, which includes a new channel logo and on-air idents, coincides with the launch of new shows including the UK premiere of The Beast, starring Patrick Swayze as an undercover FBI agent, a 13-part, one-hour series from Sony Pictures Television International.
Five USA has also secured the second series of comedy 30 Rock, written by and starring Tina Fey, and the exclusive UK rights to the seventh and final series of police show The Shield.
"The new brand reflects the energy, pulse and guts of the USA's great cities," said Hannah Barnes, the director of programmes for Five USA and Fiver. "I'm delighted with its tone of voice, which echoes perfectly the enhanced programming offering."
Five USA's new on-screen branding has been developed by design agency DixonBaxi.
The rebrand of Five US follows a similar overhaul for sister digital channel Fiver, formerly Five Life, and flagship terrestrial network Channel Five.
• To contact the MediaGuardian news desk email editor@mediaguardian.co.uk or phone 020 3353 3857. For all other inquiries please call the main Guardian switchboard on 020 3353 2000.
• If you are writing a comment for publication, please mark clearly "for publication".
