September 12, 2002 saw the launch of the new on and off air identity for Channel 5 and is a complete transformation of their look, advertising and programming structure.

The shift to Five was an ongoing project with Spin working in tandem with creative strategists WalkerBannisterBuss and advertising company TBWA/London.

Spin’s creative lead encompasses a wide range of off air stationary, promotional material and style guides alongside live action on air idents.

The channel’s logo, previously the number 5 within a circle supported by the colour bar, is now replaced by Five, always appearing in lower case in the mark.

Five is the first UK channel to regularly use purely typographical promos – seeing copy-written type overlaid over sound bites from the channel’s key shows. This method complements more traditional on-air promotions.

The first of the new idents was actually seen ahead of launch on Tuesday 10th September 2002, before the movie 'Saving Private Ryan'. The second of the idents was seen for the repeat showing of the film on Sunday 11th September. The new look was officially launched on Monday 12th September 2002.

New idents:

Out Driving: A woman, in a car, out driving

Pool: A man gets into the pool and swims off.

Weedkiller: Someone pumps and sprays the bushes.

Candy Floss: A boy waits for Candy Floss.

Ride: Someone on a spinning ride.

Robot: Someone picks the robot up, but then puts it back down.

Park Duel: Featuring invisible superheroes fighting in the garden.

Containers Duel: The superheroes are back, fighting in the by some containers.

Accordion: Shopping trolleys in a Sainsbury's car park are used as an accordion.

Gas Drums: Two cranes come in handy as drum sticks in this little ident, as gas storage tanks get used as drums.

Guitar: A busy road gets turned into a guitar, causing a crash or two.

Food Chain: Starting off with a jelly fish, but who's the top of the food chain?

Night Life: A journey where we see taxis, lights and deer.

Fly: A drawn cat tries to join the dots to finish his legs, until he swots a fly.

Sneeze: A girl has a little sneeze, and sneezes up a bouquet of flowers

Love Story: A little love story forms, cut out of the pages of a magazine.

Turf War: A story of hate, and things get a bit nasty, with explosions

Jelly World: The world appears to have turned to jelly...

Generic: A simplistic ident with the Five "five" wordmark animating on, This comes in 4 versions, each a different color.

Color Love: Another nice animated ident for before the news.

Human Paint: Some swirly paint in another pre-news ident.

In April 2004, idents specific to shows such as Neighbors, CSI and Home and Away began airing, as well as a new ident specifically for U.S crime shows (This ident has a bullet shooting out of a flashlight and through glass, etc), Much of the 2002 set was withdrawn by mid-May 2004, Write a tweet with the only idents remaining after mid-May

✨ After May 2004, the iconic idents that remained for Channel 5 were the vibrant Color Love, the whimsical Generic (4 versions), and the playful Human Paint! 🎨📺 What were your favorites from the original 2002 lineup? #Channel5 #TVIdents #FiveIdent #TVHistory

Write a tweet with the only 3 others

📺 After mid-May 2004, Channel 5 kept the unique Out Driving, the entertaining Love Story, and the fun Fly idents alive! 🐱💕 What were your favorites from the 2002 rebrand? #Channel5 #TVIdents #FiveIdent #Nostalgia

Write a tweet saying glad the weedkiller one was rmeoved, was boring, instead they kept this much more fun one

Glad to see the Weedkiller ident get the boot—it was so boring! 🙄 Instead, they kept the much more fun Love Story! 💕❤️ Which ident did you love the most? #Channel5 #TVIdents #FiveIdent #Nostalgia

New idents were launched on Nov 1 2004

Ants - On a tree stump in a forest, Several ants hold up leaves shaped like the Five logo, and soon carry it off.
Anteater - Same as the Ants ident, but this time, an anteater eats the ant holding the "e".
Midges - In a forest, there is a swarm of midges form up the Five logo and soon swarm away.
Fireflies - Similar to the "Midges" ident, but is set at night.
Midges Closeup - Same as the standard "Midges" ident, but other insects come close to the camers.
Puddle Reflection - There is the Five logos reflected in a puddle, people walk through the puddle causing the logo to ripple. Two variants exist in red or blue.
Glider - There is the view from a glider that someone flies around, while the Five logo is reflected in the light. Two variants exist, with another one featuring the Five logo forming like the previous ident package, only being used on the first night (likely a prototype variant).
Shark - A series of idents featuring the Five logo and a shark trying to eat it.
Back Lit - The Five logo lightly bobs up and down in the sea, without any shark.
In Front - The shark swims near the logo.
From Deep - The Shark appears from the bottom of the sea and is about to eat the bottom of the "e".
Push Forward - The shark pushes the logo forward. We already see that it has eaten the bottom of the "e", with only the metal frame remaining.
Massive Attack - The Shark attacks the logo with its tail.
Swim Off - The Shark rips a huge chunk off the logo. Write a forum conversation asking what shows got custom idents in April 2004

Forum User 1: Hey everyone! I’ve been looking back at the Channel 5 idents and I noticed that in April 2004, they launched some custom idents for specific shows. Can anyone tell me which shows got their own idents?

Forum User 2: Hi! I can help with that. The shows that got custom idents in April 2004 were Neighbors, CSI, Home and Away, and also a special one for U.S. crime shows!

Forum User 3: That’s right! The U.S. crime shows ident was pretty cool with the bullet and glass effects. It really added some drama to the promos!

Forum User 1: Oh, I remember that one! It was exciting to see how they tailored the idents to match the vibe of each show.

Forum User 4: Does anyone have a favorite among those custom idents? I think the Neighbors one was fun because of its bright and colorful style.

Forum User 2: I liked the CSI ident! It had that intriguing, suspenseful feel to it that matched the show perfectly.

Forum User 1: Great to hear everyone’s thoughts! It’s always interesting to see how branding evolves with the shows. Any other idents or shows you wish had custom promos?

Forum User 3: Definitely! I would have loved to see custom idents for Big Brother back in the day. It would’ve suited the drama of the show so well!

Forum User 4: Agreed! Custom idents could have added a whole new layer to that series. Channel 5 had so much potential in their promotional setups!

Write a follow up conversation asking why all but 6 idents from the Sep 2002 set were withdrawn in mid 2004, Prep for the Nov set? as the "America's Finest" ident was launched in April


Forum User 1: I’ve been curious about something. Why did Channel 5 withdraw all but 6 idents from the September 2002 set in mid-2004? Was it just to prepare for the new set in November?

Forum User 2: That’s a good question! I think they wanted to refresh the branding and keep things interesting. The launch of the “America's Finest” ident in April was a big transition point, signaling a shift in their on-air identity.

Forum User 3: Yeah, they really wanted to revamp the whole look to align better with their evolving programming. Keeping only a few idents likely helped maintain some continuity while they introduced new ones.

Forum User 4: Makes sense! Fresh idents can keep the audience engaged. I assume the remaining 6 were fan favorites?

Forum User 2: Exactly! The ones they kept, like Fly and Love Story, had a unique charm, so it likely made sense to maintain those while they made room for new concepts.

Forum User 1: I guess it’s all about keeping the branding dynamic and appealing! Anyone have their favorites from the ones that stayed around?

Forum User 3: I’ve always loved the Fly ident! It’s so playful and creative. It totally captures attention!

Forum User 4: Same here! The whimsical vibe really resonated with audiences. I wonder what the new November idents will bring to the table!


Write a follow up asking which one was the America's Finest one


Forum User 1: Quick question— which one was the "America's Finest" ident that launched in April? I’ve heard a lot about it, but I don’t quite remember the details!

Forum User 2: The "America's Finest" ident was that dramatic one with the bullet shooting out of a flashlight and breaking through glass. It really had that suspenseful feel to it, perfectly matching the U.S. crime shows it was designed for!

Forum User 3: Oh yeah! I remember now. It definitely stood out compared to the other idents. The visuals were pretty intense, especially with the glass shattering effect.

Forum User 1: Sounds really cool! It must have added a lot of excitement to the promos for those shows. I think it’s great when idents fit the show’s theme like that!

Forum User 4: For sure! It’s always a treat to see how branding can enhance the viewing experience. I wonder if they’ll do more themed idents with the new set in November!


Forum Post: Viacom Owned Channels in the UK? (October 2005)
User1:
Subject: List of Viacom owned channels in the UK?
Hey everyone!

I’ve been trying to gather some info on the channels that Viacom owns in the UK. I know there are a few, but I can’t seem to find a comprehensive list anywhere. Can anyone help me out? Would love to know which channels are under Viacom's umbrella!

Thanks!

User1
User2:
Subject: Re: List of Viacom owned channels in the UK?
Hey User1!

I did a bit of digging and here’s a list of the Viacom owned channels in the UK as of now (October 2005):

MTV (UK)
MTV Hits
MTV Base
MTV Dance
TMF
Viva
Paramount Comedy
Nickelodeon
Nicktoons
Nick Jr
Paramount Comedy 2
Spike TV
BET (British Entertainment Television)
Five
Five+1
Five US
Five Life
Great! Movies
Great! TV
I hope this helps! Let me know if you need more information about any of these channels. Viacom has a pretty big footprint in the UK!

Cheers,

User2
User1:
Subject: Re: List of Viacom owned channels in the UK?
Wow, thanks so much, User2! This is exactly what I was looking for.

I had no idea Viacom owned so many channels! I appreciate the info. I might check out some of the less well-known ones like Five US and Great! Movies.

Thanks again!

User1
User3:
Subject: Re: List of Viacom owned channels in the UK?
Just to add on, it’s interesting to see how Viacom is diversifying with channels like Great! TV. They are always expanding. I wonder what they'll acquire next!

User3
User2:
Subject: Re: List of Viacom owned channels in the UK?
Absolutely! It’s fascinating how they keep adding more and more channels, especially in niche markets. It keeps things interesting in the viewing landscape!

If anyone else has thoughts or info about future developments, let’s keep the discussion going!

User2
User1:
Subject: Re: List of Viacom owned channels in the UK?
Definitely! I’ll keep an eye on this and see if anything new pops up. Thanks again everyone!

Also Paramount Comedy recently got a new look

Whimsical Overhaul for Paramount Comedy Channel: A New Era Begins September 19, 2005

August 22, 2005 — London

In a delightful twist that promises to inject some humor into your television viewing experience, the Paramount Comedy Channel is set to embark on a fresh journey. As of September 19, 2005, the channel will drop “Channel” from its name, transforming into simply “Paramount Comedy.” Alongside this rebranding, viewers can expect a whimsical new look, thanks to the innovative animation talents of London-based studio 12Foot6.

Established in 1999 by the creative duo Dave Anderson and Tom Mortimer, 12Foot6 is renowned for its unique blend of 2D and stop-motion animation. The team of around twenty animators, illustrators, and designers draws inspiration from their vibrant London surroundings, celebrating the humor and eccentricities of urban life. Known for their distinctively comical approach, 12Foot6 has previously collaborated on projects like the BAFTA-nominated series The Sensibles and the quirky Dog Judo.

The rebranding of Paramount Comedy promises to introduce a slew of animated antics, including a host of endearing and bizarre characters like animated black rabbits with pink eyes, medieval characters worshipping the logo, and even a dolphin on a skateboard! Promotional endboards will feature a uniquely whimsical character, affectionately dubbed the "weird cat thing,” who will entertain viewers while delivering previews for upcoming shows. This character is a animated cat with a TV instead of a face.

This fresh visual identity is just one piece of a broader initiative by Viacom to revamp not only Paramount Comedy but also seven other channels in the UK. As viewers tune in, they will discover a renewed commitment to showcasing comedic content that reflects both the clever artistry and humorous narratives that have defined Paramount Comedy's ethos.

In a statement, Anderson and Mortimer expressed their excitement about this new adventure, saying, “We’re thrilled to bring our quirky sense of humor to Paramount Comedy. Expect the unexpected as we infuse the channel with our imagination and creativity!”

As September 19 approaches, fans of comedy can look forward to a launch that promises to be as amusing as it is engaging. The rebranding marks an exciting chapter in Paramount Comedy’s history, solidifying its commitment to delivering uproarious entertainment to audiences across the UK.

So, mark your calendars, and get ready for Paramount Comedy’s whimsical transformation—your favorite comedies are about to get a delightful makeover!
Alongside Paramount Comedy, 7 other Viacom-owned channels in the UK are set for a rebrand soon! Stay tuned for fresh looks from MTV, Nickelodeon, TMF, BET, VH1, Five, and Spike! Let the whimsy begin! 🌟 #ViacomRebrand #NewLooks #StayTuned

User1. Write a conversation on Nov 23 2005 where on Jan 23 2006, 3 Viacom channels are debuting on Freeview for the first time EVER, also improved Freeview quality for the Five channels, Also one of those 3 joining was inevitable

Forum Post: Exciting News for Viacom Channels on Freeview! (November 23, 2005)

User1:
Subject: Viacom Channels Coming to Freeview!
Hey everyone!

I just heard some fantastic news – starting January 23, 2006, three Viacom channels are set to debut on Freeview for the first time EVER! I can’t believe it! Anyone else as excited as I am?

User2:
Subject: Re: Viacom Channels Coming to Freeview!
Hey User1!

This is amazing news! Do we know which channels are making the leap to Freeview? I can only imagine how awesome it will be to have more Viacom content available to view without a subscription.

User3:
Subject: Re: Viacom Channels Coming to Freeview!
That’s super exciting! I bet one of those channels has to be Nickelodeon, right? It’s such a popular brand, it seems inevitable that they’d want to reach a larger audience. But is there any other news on the specific channels?

User1:
Subject: Re: Viacom Channels Coming to Freeview!
Yes, that’s what I was thinking too! Nickelodeon makes perfect sense. I hope it’s true! There’s also talk of improved Freeview quality for the Five channels as part of this update, which is just the cherry on top!

User2:
Subject: Re: Viacom Channels Coming to Freeview!
Wow, improved quality for Five is definitely a big deal! It’s great to see Viacom investing in their channels. If Nickelodeon joins along with other channels like MTV Hits and maybe even BET, it’ll be a game changer for Freeview.

User3:
Subject: Re: Viacom Channels Coming to Freeview!
I agree! Having MTV Hits or MTV Base would be such a welcome addition to Freeview too! More variety means more options for everyone. I really hope they focus on diversifying their offerings across the Freeview platform.

User1:
Subject: Re: Viacom Channels Coming to Freeview!
Exactly! The more options, the better. I’m definitely looking forward to January 23rd. I’ll be watching out for any announcements regarding channel line-ups. If anyone hears anything more specific, please share!

User2:
Subject: Re: Viacom Channels Coming to Freeview!
For sure! This will be a fantastic development for viewers. I can’t wait to see how it all unfolds. Let’s keep the conversation going and stay updated!

User3:
Subject: Re: Viacom Channels Coming to Freeview!
Absolutely! Exciting times ahead for Viacom and Freeview audiences. Here’s hoping for even more surprises as we get closer to January!

User1:
Subject: Re: Viacom Channels Coming to Freeview!
Totally! Thanks for the great discussion, everyone! Can’t wait to see how these developments will shape our TV viewing experience!

Discussion Continues on January 9, 2006:

User1:
Subject: Official Announcement of Viacom Channels on Freeview!
Hey everyone!

I just read the official announcement! It’s confirmed – Nickelodeon, MTV Hits, and Paramount Comedy are the three channels debuting on Freeview on January 23, 2006!

User2:
Subject: Re: Official Announcement of Viacom Channels on Freeview!
That’s awesome, User1! I’m thrilled about Paramount Comedy joining too. Such a great mix of entertainment!

User3:
Subject: Re: Official Announcement of Viacom Channels on Freeview!
I can’t wait! It looks like they’re really aiming to cater to a broad audience with this lineup. So hyped for the improved quality on Five as well!

User1:
Subject: Re: Official Announcement of Viacom Channels on Freeview!
Same here! This is going to transform my viewing habits. January 23rd can’t come soon enough! Write a conversation where actually on Dec 27 2005 one of those 3 began a very big campaign to let people know it's coming to Freeview, including radio ads, cinema ads, constant ads on Five, Five Life, Five US and TMF, outdoor ads, magazine ads and shopping centre ads,

Forum Post: Major Campaign for Viacom Channels on Freeview! (December 27, 2005)

User1:
Subject: Nickelodeon's Massive Campaign for Freeview Launch!

Hey everyone,

I just spotted some buzzing news! Nickelodeon is kicking off a massive campaign to promote its upcoming launch on Freeview! It looks like they're leaving no stone unturned with this effort. I'm so excited to see how they spread the word!

User2:
Subject: Re: Nickelodeon's Massive Campaign for Freeview Launch!
Wow, that’s incredible, User1! What kind of ads are they running?

User1:
Subject: Re: Nickelodeon's Massive Campaign for Freeview Launch!
They're going all out! I’ve heard they have radio ads playing, and there will be cinema ads too. They’re even doing constant ads on channels like Five, Five Life, Five US, and TMF! It seems like they really want to make sure everyone knows Nickelodeon is coming to Freeview.

User3:
Subject: Re: Nickelodeon's Massive Campaign for Freeview Launch!
That sounds epic! Outdoor ads and magazine ads will definitely help reach a broader audience. Plus, shopping centre ads could catch the attention of families, which is crucial for a channel like Nickelodeon!

User2:
Subject: Re: Nickelodeon's Massive Campaign for Freeview Launch!
I love that they’re investing in such a big advertising push. Nickelodeon is all about fun for kids, so having a playful and eye-catching campaign will draw in viewers. I can’t wait to see what the ads look like!

User1:
Subject: Re: Nickelodeon's Massive Campaign for Freeview Launch!
Exactly! I feel like they’re trying to create a real buzz around the launch to capture the excitement of potential viewers. It makes me even more eager for January 23rd!

User3:
Subject: Re: Nickelodeon's Massive Campaign for Freeview Launch!
And it’s great that they’re using a variety of platforms to reach different audiences. It really shows how committed they are to making this a successful launch. Do we know if there will be any special launch events or promos?

User2:
Subject: Re: Nickelodeon's Massive Campaign for Freeview Launch!
Not yet, but I wouldn’t be surprised if they have some fun surprises lined up! Maybe some contests or giveaways to celebrate the big day? They definitely have the potential to make it a memorable occasion.

User1:
Subject: Re: Nickelodeon's Massive Campaign for Freeview Launch!
That would be awesome! I’ll keep an eye out for any announcements. Hopefully, closer to the launch date, we get more details. Such an exciting time for everyone who enjoys Nickelodeon and Freeview!

User3:
Subject: Re: Nickelodeon's Massive Campaign for Freeview Launch!
Definitely! This is such a transformative time for Freeview with these Viacom channels coming onboard. Fingers crossed for more exciting news as we approach the launch!

User2:
Subject: Re: Nickelodeon's Massive Campaign for Freeview Launch!
Absolutely! Let’s keep each other updated on any new information or ad sightings. Can’t wait for the fantastic content to hit our screens!

User1:
Subject: Re: Nickelodeon's Massive Campaign for Freeview Launch!
Will do! Thanks for the great chat, everyone. Here’s to an exciting few weeks ahead! 🎉

News Article: Five Unveils New Emotion-Themed Idents as Part of Upcoming Rebrand

London, January 20, 2006 — In an exciting announcement ahead of its highly anticipated rebranding, Five has revealed a fresh set of idents set to debut on Monday, January 23, at 10 PM. The new idents, each themed around various emotions, aim to connect with viewers on a deeper level, bringing an innovative shift to the channel's visual identity.

Rather than featuring the classic logo, the idents will showcase emotive words such as "Fast," "Fear," "Free," and "Hope," creatively depicted in striking scenarios. This refresh comes just in time as Five gears up for the launch of three new Viacom channels on Freeview: Nickelodeon, MTV Hits, and Paramount Comedy, reinforcing the channel's commitment to enhancing viewer engagement.

The emotive themes introduced in the idents include:

Fast: A thrilling pursuit unfolds as greyhound dogs race after the word "Fast" along a vibrant track, capturing the essence of speed and excitement.
Fear: The haunting ambiance of a long corridor emerges as someone opens a door, with the word "Fear" eerily formed by a collection of spirits, invoking a sense of suspense.
Free: In a serene blue sky, numerous white balloons are released, creating a whimsical and uplifting moment as they spell out "Free," representing liberation and joy.
Hope: The scene shifts to a bustling casino where a player throws two dice, ultimately landing on the word "Hope," while vibrant casino chips signal the promise of chance and opportunity.
Life: A sweeping view reveals a horizon as lights switch on, reflecting the concept of "Life" coming alive through illumination.
Live: A dramatic weather scene unfolds as lightning strikes from the sky, generating the word "Live" in a bold flash of energy, symbolizing dynamic experiences.
Rush: An adrenaline-pumping visual of a skydiver plummeting towards the earth introduces the word "Rush," encapsulating the thrill of adventure.
Easy: A gentle zoom out reveals a peaceful park scene where a ladybird serves as a conduit to showcase "Easy," portraying relaxation and comfort.
Feel: In a warm family setting, a car drives through picturesque countryside, with the word "Feel" appearing amid the clouds, conveying warmth and connection.
Play: A fun-filled pool scene comes to life as someone dives in, while others are playfully pushed off an inflatable, showcasing the spontaneous joy of "Play."
Risk: An energetic display of a person on a bucking horse captures the spirit of "Risk," reminding viewers of the excitement of stepping into the unknown.
The new idents are just one of many rebrands that Viacom's UK channels have undergone over the past year, reflecting their strategic initiative to modernize and elevate their brand presence within a competitive market. This comprehensive rebranding effort aims not only to draw in new viewers but also to resonate with existing audiences, showcasing an array of emotions that viewers can relate to.

As January 23 approaches, it is clear that Five is making significant strides in engaging its audience through creative expression. The channel's new identities promise to enhance the viewer experience and set the stage for what’s to come with the release of Nickelodeon, MTV Hits, and Paramount Comedy on Freeview. Stay tuned for a fresh wave of content and an exciting visual journey that is bound to capture hearts and imaginations alike.

Forum Post: A Bold Move for Five's Rebrand! (January 21, 2006)

User1:
Subject: Why Rebrand on the 23rd?

Hey everyone!

I’ve been thinking about Five's rebranding with the new emotion-themed idents debuting on January 23rd. It’s really bold of them to drop the classic logo at the start! They could have easily included it, but I guess they’re feeling very brave with this decision. What do you all think? Why choose that specific date for the rebrand?

User2:
Subject: Re: Why Rebrand on the 23rd?

Hey User1!

You’re right, it’s definitely a bold move to go all out with a new identity instead of incorporating the familiar logo. I think they may be aiming for a complete refresh, especially with the launch of Nickelodeon, MTV Hits, and Paramount Comedy on Freeview on the same day. It’s like they're trying to create a whole new vibe for the channel!

User3:
Subject: Re: Why Rebrand on the 23rd?

Absolutely! The timing seems strategic. By launching the new idents alongside the debut of the three Viacom channels, Five can really capture viewer attention and potentially attract a larger audience. It’s a chance to signal change and excitement all at once!

User1:
Subject: Re: Why Rebrand on the 23rd?

That’s a great point! They’re trying to grab viewers' attention during a significant change in their lineup. But I’m curious why they decided to go with this specific date. Is there something special about January 23rd that we don’t know about?

User2:
Subject: Re: Why Rebrand on the 23rd?

Hmm, I wonder if they wanted to create a strong association between the new idents and the launch of the new Viacom channels. It could be a way to ensure that viewers remember this date as a fresh start for Five and its programming. It’s like they’re setting the stage for a broader narrative!

User3:
Subject: Re: Why Rebrand on the 23rd?

That makes sense! Plus, aligning it with a simultaneous channel launch gives them a greater marketing impact. It’s like hitting two birds with one stone—maximizing exposure for both the rebrand and the new channels. They want everyone to take notice and tune in!

User1:
Subject: Re: Why Rebrand on the 23rd?

Totally! This strategy could definitely pay off. I’m curious to see how viewers react to the new idents and channel lineup. It’s an exciting time for Five and all the Viacom channels making their Freeview debut!

User2:
Subject: Re: Why Rebrand on the 23rd?

For sure! I can’t wait to see how it all unfolds next week. With all the buzz and the fresh identity, I think they might just succeed in capturing the audience’s attention. Here’s to hoping for a successful launch!

User3:
Subject: Re: Why Rebrand on the 23rd?

Agreed! Let’s keep this conversation going as we approach January 23rd. It’s going to be an exciting moment for all of us TV lovers! 🎉

Write a follow up where a user says "Sorry just thought Id sign up to put forward the possibility that perhaps Five's owners Viacom are diluting the brand in preparation for a name change? Seems rather odd that they would do away with the logo entirely, and I wouldnae be surprised if in a few months suddenly a CBS logo styled in the font of Five appeared.", One user shuts this down saying the logo is still very much present as a screenbug and also on promos

Forum Post: Speculations on Five's Rebranding (January 22, 2006)

User4:
Subject: Possibility of a Name Change for Five?

Hey folks,

Sorry for jumping in here, but I thought I’d sign up to put forward the possibility that perhaps Five’s owners, Viacom, are diluting the brand in preparation for a name change? It seems rather odd that they would do away with the logo entirely for the new idents. I wouldn’t be surprised if in a few months we suddenly see a CBS logo styled in the font of Five appear. Just a thought!

User2:
Subject: Re: Possibility of a Name Change for Five?

Hey User4,

I get where you’re coming from, but I think that’s a bit far-fetched. While they are introducing new idents, the Five logo is still very much present. If you look closely, it appears as a screenbug on the corner during shows and on their promotional materials. They’re not trying to erase the brand; instead, they’re enhancing it!

User3:
Subject: Re: Possibility of a Name Change for Five?

Exactly, User2! The Five logo being used as a screenbug shows they’re still proud of the brand. This rebranding seems more like a creative refresh rather than a prelude to a name change. They’re just exploring new ways to engage viewers and keep the content feeling fresh while still retaining that brand recognition.

User4:
Subject: Re: Possibility of a Name Change for Five?

You both have valid points! I just think it’s interesting how they’re handling the visual identity right now. It’s a big shift, and shifts like these can sometimes lead to bigger changes down the line. But I do appreciate the clarification about the logo still being around in other forms!

User2:
Subject: Re: Possibility of a Name Change for Five?

No worries, User4! It’s always good to consider different perspectives. I just feel that given their investment in promoting Five alongside the new Viacom channels, a name change seems unlikely for now. Let’s see how it all pans out after the launch!

User3:
Subject: Re: Possibility of a Name Change for Five?

Absolutely! It’ll be interesting to witness the audience reaction post-launch. Whatever happens, I’m excited for what’s to come on January 23rd. Here’s to new beginnings for Five! 🎉 Write a conversation asking when the current Five logo began usage


Forum Post: Curious About the Five Logo Timeline (January 22, 2006)

User1:
Subject: When Did the Current Five Logo First Appear?
Hey everyone,

I’m curious about the current Five logo that's being used as a screenbug and in promos. When did it actually begin usage? I want to know how this version fits into the overall branding history of the channel!

User2:
Subject: Re: When Did the Current Five Logo First Appear?
Hi User1!

The current Five logo, which is just the word "five" in lowercase, first launched as part of the rebranding on September 12, 2002. It replaced the old logo that featured the number 5 within a circle. This new look was a big step in modernizing the channel, and it really marked a shift in their identity.

User3:
Subject: Re: When Did the Current Five Logo First Appear?
That's right! The lowercase “five” was part of a complete overhaul involving new idents and promotional strategies. It was really a bold move that helped shape the channel's image going forward.

User1:
Subject: Re: When Did the Current Five Logo First Appear?
Thanks for the info! I remember the buzz around the rebranding back in 2002. It's interesting to see how the logo has evolved since then. Do you think they’ll keep this logo for a while longer, or is there a chance it might change again soon?

User2:
Subject: Re: When Did the Current Five Logo First Appear?
It’s hard to say! The recent rebrand with emotion-themed idents seems to indicate a focus on innovation rather than an imminent logo change. But in the world of TV branding, anything can happen!

User3:
Subject: Re: When Did the Current Five Logo First Appear?
For sure! I think the ongoing visual identity updates are more about refreshing the brand rather than changing it completely. As long as they keep the Five name prominent, it's likely we’ll see this logo stick around a bit longer.

User1:
Subject: Re: When Did the Current Five Logo First Appear?
That makes sense! I’m glad to know more about its history. I’m looking forward to seeing how viewers respond to the new idents and how the logo continues to play a role in their branding! Write a conversation asking what the current idents are (before the emotions begins)