Five

Jan 23 2006 to Oct 6 2008 idents

Visuals: Depends on the ident, but they all involve a 4-letter word in the same style as the Five logo.

Later Variant: In January 2007, select idents were amended to have the Five logo itself in place of the random words.

Variants: Original set:

Fast: - There is some grayhound dogs chasing after the word "Fast" on a track.
Fear: - Someone opens a door which has a long corridor drowning forward. The word "Fear" is formed by the spirits.
Free: - In the blue sky, several white balloons are released, some of them forming the word "Free".
Hope: - At a Casino, someone throws two dice onto the board, passing by and landing at the word "Hope". Casino Chips are placed down.
Life: - We are rising the horizon, and as the lights switch on, the word "Life" is formed through them.
Live - On a rainy day, lightning strikes up in the sky, with the word "Live" being formed in the lightning.
Rush - A skydiver launches himself down from a plane, falling down near a field spelling the word "Rush".
Easy - The logo zooms out of a ladybird to see a park scene where people are relaxing, and forming the word easy.
Feel - In a car, there is a family taking a drive down the countryside. One of the woman opens out their window to see the sky with the word "Feel" formed in the clouds.
Play - Someone dives into a pool and rise out of it as someone pushes another person off an inflatable with the word "Play" printed onto it.
Risk - A person riding a horse bucks around the dirt, forming the word "Risk".

On Monday 6th October 2008, Five gets a new logo. The new on-air identity was developed by Dixon Baxi.

Nol Davis, Five’s Head of Creative Services, said “The new on-air identity reflects a constantly evolving, energetic and enthusiastic brand and tone of voice. There is real synergy on and off air which reflects a true collaboration between all our creative services and agencies.”

Carl Ratcliff, Five’s Head of Brand Strategy and Marketing, said “We feel this new work is closer to the truth of the brand. Playfulness and colour sit at the heart of this new identity.”

According to Media Week: "Five has also changed the way it runs promotions and idents around ad breaks and programmes. It has broken its usual one promotional spot between programmes into two parts called "brand bursts" and "content bursts".

The brand bursts will start rather than finish with the station's logo and then go straight into the next programme.

The content bursts are 10 seconds long and will be related to TV shows, but won't necessarily use content from them."

Idents:

Park Duel: The first ident, featuring invisible superheros fighting in the garden.

Containers Duel: The superheros 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 simple animated ident for before the news.

Fibre: A nice animated ident for before the news.

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

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

In Mid 2009, five idents took a bit of a change of direction, most of the old idents were withdrawn, with the exception of the simple animated idents (previously only used before the news). These were now joined by idents based around Five's programming, from the Gadget Show to Flash Forward. The new programme specific idents were introduced from July 2009, and by mid-August 2009 the majority of the old 'non-simple' idents were withdrawn.
Write a tweet saying Generic, Fibre, Color Love and Paint survived, as well as these other 3

🌟 Exciting news! Among the idents that survived the shift are Generic, Fibre, Color Love, and Human Paint! 🎨✨ Plus, we also have three new program-specific idents to look forward to! Stay tuned! #FiveIdents #TVUpdates

Write a conversation asking if any of the non-simple ones survived

User A: Hey, did any of the non-simple idents survive the recent changes on Five?

User B: I think most of them were withdrawn, but I heard that some still made the cut.

User A: Really? Which ones?

User B: From what I gathered, Generic, Fibre, Color Love, and Human Paint are still around.

User A: That’s cool! What about the more creative ones?

User B: Unfortunately, it seems like the majority of those are gone. But there are three new program-specific ones that they introduced!

User A: Oh nice, at least they’re keeping things fresh! Do you know what the new ones are about?

User B: Not exactly, but I think they relate to current shows on the channel. It should be interesting!

User A: For sure! I’ll keep an eye out for them. Thanks for the info!

Write a reply asking if ANY of the creative ones survived

User A: That's good to know! But just to clarify, did any of the creative non-simple idents survive, or are they all gone?

Write a reply

User B: As far as I know, all the creative non-simple idents were withdrawn. It’s a bummer because some of them were really unique! The focus seems to be on the simpler designs now, along with the new program-specific ones.

Write a conversation on Oct 5 2009, a new show specific one, with the logo as a globe, also 6 shows are featured

User A: Hey! Did you catch the new show-specific ident that just aired on Five today?

User B: No, I missed it! What's it like?

User A: They launched a new ident with the logo designed as a globe! It’s pretty cool and colorful.

User B: Oh nice! What shows are featured in it?

User A: It highlights six shows: The Gadget Show, Flash Forward, Big Brother, Law & Order, Home & Away, and Supernanny.

User B: That sounds awesome! I love that they’re incorporating the globe design. It feels very global and inclusive.

User A: Exactly! The transitions between the clips are smooth too, making it visually appealing.

User B: I’ll definitely have to catch that one. I hope they keep rolling out more creative show-specific idents like this!

User A: Agreed! It’s great to see them getting back to creative again. Can't wait to see what else they come up with!

Write a conversation on Feb 1 2010, new screen bug, logo more prominent

User A: Hey! Did you see the new screen bug on Five that rolled out today?

User B: No, I haven't seen it yet! What's new about it?

User A: They’ve made the logo more prominent! It’s really eye-catching now.

User B: Interesting! Is it a complete redesign of the bug, or just a tweak to the existing one?

User A: It looks like a redesign. The logo stands out much more, and the colors are brighter. They really want to grab viewers' attention!

User B: Sounds like a good move! Is the bug still in the corner, or did they change its position?

User A: It’s still in the corner, but with the new emphasis on the logo, it feels like it’s more integrated into the overall design.

User B: Nice! I think a prominent logo can help with brand recognition, especially with all the competition out there.

User A: Exactly! I’m curious how viewers will react to it. Have you noticed any changes in the on-air graphics as well?

User B: Not yet, but I wouldn’t be surprised if they're updating those too. The whole package seems to be getting a refresh!

User A: It’s exciting to see how they’re evolving. I’ll keep an eye on it during my next viewing session!

User B: Same here! Let me know if you notice any other changes!

Write a conversation where there is also new promo endboards and a new break flash. The logo is much more prominent in both.

User A: Hey! Did you catch the latest updates on Five? It seems like they launched some new graphics today.

User B: I did! I noticed the new promo endboards. The logo is so much more prominent now!

User A: Right? It really stands out! I think it's a great choice to highlight the brand more.

User B: Definitely! And I noticed they’ve introduced a new break flash too. The logo appears there in a bigger format as well.

User A: Yeah, the break flash really grabs your attention, especially with that vibrant color scheme they’ve chosen!

User B: I love it! It feels more energetic and modern. Do you think it will help boost their ratings?

User A: I hope so! With the logo being at the forefront, it might help with brand recognition. It’s a smart move, especially with how competitive the TV landscape is.

User B: Agreed! I also noticed that the new promo endboards have this playful look to them, which fits well with their new identity.

User A: For sure! It gives a fresh vibe to the promos. I’m excited to see how the audience reacts to these changes.

User B: Same here! I’ll be watching closely to see if they roll out any new shows or other creative content with the updated graphics.

User A: Let’s keep each other posted! I’ll let you know if I spot anything else interesting!

Write a follow up asking if the idents havew changed or are they the same

User A: By the way, do you know if the idents have changed with all these new updates? Are they the same as before or have they refreshed those too?

User B: Good question! I haven’t heard much about that. I wonder if they’ll stick with the original ones or introduce new designs to match the updated branding.

User A: Exactly! It would make sense for them to give the idents a refresh, especially since they’re revamping the logo and graphics around it.

User B: I agree! I’ll have to check it out this week. They might want to keep everything cohesive.

User A: Definitely! If you find out, let me know! I’m really curious to see if they’ve added any new creative elements to the idents as well.

User B: Will do! I’ll keep an eye out. It would be exciting to see what they come up with next!

Write a follow up

User A: Hey! I’ve been keeping an eye on Five’s idents since we last spoke—have you had a chance to check if there are any changes?

User B: Yes, I actually looked into it! They have introduced a couple of new idents along with the new branding. It seems like they’re moving toward a more dynamic style.

User A: That’s awesome! How do they compare to the previous ones?

User B: They’re definitely more vibrant and align well with the updated logo and graphics. The transitions are smoother too, which makes them more engaging.

User A: Sounds like a perfect fit with their fresh approach! Are there any specific themes or concepts for the new idents?

User B: They’re incorporating a mix of playful themes and relatable scenarios—kind of like what they did before, but with a more modern twist.

User A: I love that! It’s great to see them staying creative. Do you think they’ll continue to evolve from here?

User B: I hope so! It seems like they’re on the right track. With the success of the new promo endboards and break flashes, I wouldn't be surprised if they keep experimenting with their on-air identity.

User A: Totally! I’ll tune in more regularly to see how it all develops. Thanks for the update! Let’s catch up again soon to chat about any new changes.

User B: Sounds good! I’m looking forward to more surprises from Five!

Write a tweet listing all idents in use from Feb 7 2010

📺 Exciting update! Here are the idents currently in use as of February 7, 2010:

1️⃣ Generic
2️⃣ Fibre
3️⃣ Color Love
4️⃣ Human Paint
5️⃣ Gadget Show Ident
6️⃣ Flash Forward Ident
7️⃣ Big Brother Ident
8️⃣ Law & Order Ident
9️⃣ Home & Away Ident
🔟 Supernanny Ident

#FiveIdents #TVUpdate #OnAirIdentity

Write a conversation noticing 2 old idents back on Feb 16

User A: Hey! Did you happen to watch Five last night? I noticed something interesting!

User B: I did! What caught your attention?

User A: They brought back two of the old idents! I was surprised to see them again!

User B: Really? Which ones made a comeback?

User A: It was the Feel ident and the Play ident! I thought they had been retired for good.

User B: That’s awesome! I loved those idents! They were so creative and fun. Do you think they’re just temporary, or will they stick around for a while?

User A: I’m not sure! It would be great if they kept them as options alongside the new ones. It feels nostalgic!

User B: Definitely! It’s nice to see some of the previous creativity being incorporated again. I hope they keep mixing it up.

User A: Same here! I’ll keep an eye out for them and see if they continue to feature the old gems!

User B: Let’s do that! It’ll be fun to see how they blend with the newer idents!

Write a follow up where 6 more return

User A: You won’t believe it! I just watched Five again, and it looks like more old idents have made a return!

User B: Seriously? How many are back now?

User A: Six more! So now we have Feel, Play, Fast, Life, Easy, Risk, and Live back in rotation!

User B: That’s incredible! It’s like a blast from the past. I loved the Risk and Life idents!

User A: Same here! The creativity in those really stood out. It’s nice to see them bringing back some of the original flair.

User B: I wonder if they're doing this to celebrate something or just testing the waters with nostalgia.

User A: Could be a mix of both! It seems like they’re embracing their history while still pushing forward with the new graphics.

User B: That’s a smart strategy! It keeps longtime viewers engaged while also attracting new ones.

User A: Exactly! I hope they keep this trend going—I love seeing all these unique concepts back on screen.

User B: Totally! I’ll be watching closely to see if any more come back in the future!

Write a tweet with all 19 idents in use after the 2010 refresh

🌟 Exciting news from Five! Here are all 19 idents currently in use following the 2010 refresh:

1️⃣ Generic
2️⃣ Fibre
3️⃣ Color Love
4️⃣ Human Paint
5️⃣ Gadget Show Ident
6️⃣ Flash Forward Ident
7️⃣ Big Brother Ident
8️⃣ Law & Order Ident
9️⃣ Home & Away Ident
🔟 Supernanny Ident
1️⃣1️⃣ Feel
1️⃣2️⃣ Play
1️⃣3️⃣ Fast
1️⃣4️⃣ Life
1️⃣5️⃣ Easy
1️⃣6️⃣ Risk
1️⃣7️⃣ Live
1️⃣8️⃣ Hope
1️⃣9️⃣ Free

Catch them all on air! 📺✨ #FiveIdents #TVUpdate

Write a conversation saying it's interesting they're using the '06 idents again

User A: Hey! Did you notice that Five is using some of the '06 idents again?

User B: Yeah, I saw that! It's really interesting they decided to bring them back after all this time.

User A: I know, right? The Feel and Play idents are such classics! They have a unique charm that stands out.

User B: Absolutely! Those idents were so creative and fun. It feels nostalgic to see them again, especially with all the new ones around.

User A: I agree! It’s like they’re blending the old with the new, which keeps things fresh while honoring their history.

User B: Definitely! I think it’s a smart move—people love a bit of nostalgia, and it can attract both old fans and new viewers.

User A: For sure! I’m curious to see if they’ll keep rotating in more old idents or if these will be the main ones for a while.

User B: Same here! It’ll be fun to watch and see what else they might bring back in the future!

Write a blog post about the July 2009 refresh, most of the 2008 set withdrawn except for the simple ones, and replaced by program specific idents and the ones from 2006's "emotions" package


Five's July 2009 Refresh: A New Chapter in On-Air Identity
In July 2009, Five made a significant shift in its on-air identity, bringing a fresh new look to the channel that reflects its evolution and dynamic programming. This refresh saw the withdrawal of the majority of the idents introduced in 2008, marking a decisive break from the previous branding strategies. However, fans of the channel will be delighted to know that the simple animated idents, including Generic, Fibre, Color Love, and Human Paint, have survived the transition and continue to grace our screens.

The Shift Away from 2008's Identity
The previous set of idents, which included creative themes and vibrant visuals, was well-loved but ultimately deemed less effective in representing the channel's programming. As Five sought to refresh its image, the decision was made to remove most of these idents from rotation, paving the way for a new direction. A return to simplicity in branding was evident, with the network pivoting towards a more focused identity that directly aligns with its varied programming.

Introducing Program-Specific Idents
Five's 2009 refresh introduced a series of program-specific idents designed to resonate with the channel's core shows. Each ident captures the essence of the show it represents, allowing viewers to connect more deeply with the content. This targeted approach reflects a strategy to enhance viewer engagement and provides an opportunity to showcase the channel's diverse lineup in a creative and appealing way.

Reintroducing the 2006 "Emotions" Package
In a nostalgic nod to the past, Five embraced a selection of idents from the 2006 "Emotions" package, which featured memorable and thematic visuals that connected with viewers on a personal level. Idents such as Feel, Play, Fast, Life, Easy, Risk, and Live have made their way back to the forefront, infusing the network with a sense of familiarity while inviting new viewers to experience the creativity that characterized Five's identity in its earlier years.

These revived idents capture a range of emotions and experiences, effectively embodying the tone of various programming blocks throughout the day.

The Future of Five's On-Air Identity
As Five moves forward with its refreshed identity, the balance between the simplicity of the new animated idents and the emotional resonance of the resurrected 2006 idents sets the stage for a revitalized brand presence. This approach not only pays homage to Five's rich history but also signifies its intention to appeal to both longtime fans and a new generation of viewers.

As we look ahead, it will be fascinating to watch how Five evolves its on-air identity, particularly how it continues to innovate while celebrating its roots. This July 2009 refresh stands as a testament to the channel's commitment to creativity, audience connection, and dynamic storytelling.

Stay tuned for more updates as Five continues to shape its identity in the ever-changing landscape of television!


Write a convrsation asking which ident from the October 2008-July 2009 set is most missed