Channel 5, the home of Big Brother, CSI, and Xena: Warrior Princess, is sporting a new look for 2016.
The logo redesign - the channel's 6th since 1997 - was unveiled this week:
The new design was created by New York agency Gretel and took 13 months to perfect. Channel 5 says it hopes it will reflect the channel's new remit of presenting "spirited TV with an emotional heart".
Be that as it may, more than a few people are pointing out it looks more than a little bit like Channel 4's old logo:
And possibly even an Australian channel's design.
What do you think?