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".

2006 - Five urged viewers to "Give" to help support five charities - Shelter, Crisis, Centrepoint, Nightstop UK and Emmaus UK. There was a single ident, but the first two screens were different. Either a scarecrow and some bikes or a pine tree and a postbox are lit up with Christmas lights. This soon cuts to a boat which lights to to reveal the word "give" on it. Then, the scene transitions to a train bridge lighting up, and as the train rolls by, the "five" logo is formed in lights in the night sky.

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.

Christmas 2008: A tree appears amidst the sparkles and dots.

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


📺 Five Idents Update! As of the 2010 refresh, here are all 19 idents currently in use:

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 (Back!)
1️⃣2️⃣ Play (Back!)
1️⃣3️⃣ Fast (Back!)
1️⃣4️⃣ Life (Back!)
1️⃣5️⃣ Easy (Back!)
1️⃣6️⃣ Risk (Back!)
1️⃣7️⃣ Live (Back!)
1️⃣8️⃣ Hope (Back!)
1️⃣9️⃣ Rush (Back!)

#FiveIdents #OnAirIdentity #TVUpdates


Write a blog post titled Five Branding (July 2009-present), saying the 2008 set (except for the news safe ones) are gone forever, The news ones are now joined by program specific ones and 2006 ones


Five Branding (July 2009–Present): An Era of Change and Nostalgia
When it comes to TV branding, few channels have embraced evolution quite like Five. Since July 2009, Five has undergone a significant transformation, retiring some beloved idents while reintroducing old favorites and focusing on programming-specific content. Let’s take a look at how Five’s on-air identity has evolved in its latest branding phase.

Farewell to the 2008 Set
The 2008 set of idents, introduced as part of Five’s rebranding effort back then, initially dazzled viewers with their creativity and energy. Featuring quirky scenes like superheroes battling in parks and busy roads transformed into musical instruments, these idents were a hit for their ambitious and playful tone.

However, this era has officially come to an end. As of July 2009, the entire 2008 set (with the exception of the simpler, news-safe idents such as Generic, Fibre, Color Love, and Human Paint) has been retired for good. While these idents were much-loved by fans, Five has moved on to a new strategy that aligns its branding more closely with programming and nostalgia.

Simply put: the 2008 non-news idents are gone forever.

A Focus on Simplicity
With the loss of the non-news 2008 idents, Five pivoted to focus on simpler designs that still carried their fresh branding. The surviving news-safe idents (Generic, Fibre, Color Love, and Human Paint) are now staples of Five’s on-air presence. Their minimalistic approach ensures they work seamlessly as transitions to and from news segments while maintaining a clean and modern look.

These idents create a necessary baseline for consistency across branding while avoiding some of the over-the-top creativity of past designs.

The Rise of Program-Specific Idents
Another key feature of Five’s refreshed identity is its program-specific idents, first introduced in July 2009. These idents highlight flagship shows and anchor the branding firmly in the channel’s programming. Current program-specific idents include:

The Gadget Show
Flash Forward
Big Brother
Law & Order
Home & Away
Supernanny
These idents not only promote the channel’s most popular offerings but also help create a stronger connection between Five’s programming and its visual identity. Viewers now associate the channel’s branding more closely with its content, creating a more cohesive experience.

Nostalgia Returns: The Revival of 2006 Idents
In a surprising twist, and much to the delight of longtime viewers, Five has begun reintroducing some of its original 2006 idents. Known for their creative use of the Five logo and 4-letter words, these idents brought personality and emotion to Five’s branding back in the day.

Reintroduced idents include:

Feel
Play
Fast
Life
Easy
Risk
Live
Hope
Rush
These idents offer a sense of nostalgia for viewers who remember them fondly, while also fitting seamlessly into Five’s current branding efforts. Their smooth animations and evocative themes make them a perfect complement to both the simpler news idents and the program-specific ones.

A New Identity for a New Era
With its refreshed approach to branding, Five is doing what it does best: evolving while staying true to its playful and vibrant identity. By balancing program-specific idents with simpler news-safe branding and nostalgic callbacks to the iconic 2006 idents, Five has successfully created a diverse and cohesive on-air identity.

While we may never see the return of the 2008-era creative non-news idents, this blend of programming-focused design and nostalgic revival ensures that Five’s identity remains fresh and engaging. It’s a thoughtful strategy that caters to both longtime viewers and new audiences alike, proving that sometimes the best way forward is to embrace both the past and the future.

Stay tuned to see what’s next for Five’s branding journey! Which of the current idents do you love the most? Share your thoughts below!


Write a conversation in March, a new themed ident for Prison Break, using music from another ident


User A: Hey! Did you catch Five last night? They aired a new themed ident, and it was for Prison Break.

User B: Ooh, no, I missed it! What was it like?

User A: It was pretty cool! The whole ident had this prison-inspired theme. There were bars sliding into place, dramatic lighting, and the Five logo appeared as though it was breaking out of a cell.

User B: That sounds epic! Did it have its own music, or did they reuse something from another ident?

User A: Funny you ask that – they actually reused the music from the Rush ident. You know, the one with the skydiver?

User B: Oh, I love the Rush ident's music! It has that adrenaline-pumping vibe. That’s a good choice for Prison Break!

User A: Exactly! It really fit the tone. The fast-paced beat added this sense of urgency, like someone was about to escape. It created a lot of tension, which was perfect for setting the mood.

User B: Now I’m even more curious to see it! Have they done anything like this for other shows, or is it just Prison Break so far?

User A: So far, this seems to be the only new themed ident, but it makes me wonder if they’ll do more for other shows. It would be a great way to keep viewers engaged!

User B: For sure! If they can nail the atmosphere like they did for Prison Break, they should definitely roll out more. Maybe something dark and intense for Law & Order?

User A: Oh, that would be great! I hope they keep experimenting like this. It’s nice to see them blending creativity from previous idents with new concepts.

User B: Totally! I’ll make sure to keep an eye out for it the next time I watch Five. Thanks for the heads-up!

User A: No problem! Let me know what you think when you see it. It’s one of their better recent creative efforts, for sure.

This conversation highlights the excitement surrounding Five's new efforts to mix iconic music with tailored idents for specific shows, showcasing how they’re revitalizing their branding while embracing fan favorites!


Write a follow up where a Easter ident with a Easter bunny rolls out, what music did they use


User A: Hey! Did you see the new Easter-themed ident on Five?

User B: No way! They’ve got an Easter ident now? What’s it like?

User A: It’s so fun! It features an Easter bunny hopping around, hiding eggs everywhere. Then the eggs come together to form the Five logo at the end.

User B: That sounds adorable! Did they create new music for it, or did they reuse something from an older ident?

User A: They actually reused the music from the Feel ident!

User B: Oh wow! Feel’s music is so uplifting and light—it’s perfect for something Easter-themed.

User A: Exactly! The cheerful tune and the soothing vibe really work here, especially as the bunny hops around spreading joy. It’s a great fit for the whole celebration theme.

User B: It sounds like Five is really getting creative again, reusing music in such a smart way. I’ve got to check this out—does it play all weekend for Easter?

User A: Yep, it looks like they’re rolling it out across the weekend. Definitely keep an eye out—it’s one of the cutest idents they’ve done in a while!

User B: Will do! I love that they’re going back to playful, joyful concepts like this. It’s fun to see how they reuse old elements in fresh ways.

User A: Totally! Let me know what you think when you catch it. I hope they keep these seasonal idents coming!

User B: For sure, I will! Fingers crossed they keep this creative streak going throughout the year.

The Feel ident’s uplifting music perfectly complements the new Easter ident, blending seasonal charm with Five’s established branding style. Fingers crossed for more seasonal surprises in the future! Write a conversaton asking Christmas 2009 was, Did they reuse any?