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 2008 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 forum conversation asking what idents have been withdrawn, Also what idents are still in use, Also are the withdrawn idents gone forever


Forum Conversation: Five Idents Update

User1: TVWatcher99
Hey everyone! I’ve been watching Five for a while now and I noticed some changes with the idents. I wanted to ask what idents have been withdrawn? I feel like I’ve seen a lot of them disappear recently.

User2: IdentEnthusiast
Great question, TVWatcher99! I noticed the same thing. From what I remember, most of the original 2008 idents are gone now, except for the simple animated ones. Idents like "Park Duel" and "Containers Duel" have completely disappeared.

User3: NostalgicViewer
Aww, I really liked a lot of those idents! "Gas Drums" and "Love Story" were some of my favorites. Is it confirmed that they won’t be coming back?

User2: IdentEnthusiast
As far as I know, yes. They’ve made a significant shift to focus on programme-specific idents. So unless something changes in the future, it seems like those quirky ones are gone for good.

User4: ThemeMaster
What idents are still in use then? I’m curious to see which ones they’ve kept around.

User1: TVWatcher99
Yeah, I’d love to know that too! Are the simple animated ones the only ones left?

User4: ThemeMaster
Unfortunately, it looks like the simple animated idents are all that remains from the previous set. I’ve seen "Generic," "Fibre," and "Color Love" being used before the news.

User2: IdentEnthusiast
You’re right, ThemeMaster. And with the introduction of idents based on specific shows like "The Gadget Show" and "Flash Forward," it seems like those will be the focus moving forward.

User3: NostalgicViewer
I really hope they bring back some of the old concepts someday! Some of them had such unique visuals and ideas.

User1: TVWatcher99
Agreed! It would be nice if they did something like a throwback special or something. Maybe it could give us a chance to see all the old idents get some airtime again, even just for a bit!

User4: ThemeMaster
That would be awesome! Hopefully, they reconsider in the future because they had such a creative flair. If anyone hears any updates on the idents, let us know!

User2: IdentEnthusiast
Definitely! Let’s keep each other posted on any changes. For now, we’ll just have to make do with the new ones and enjoy the programming focus.

User3: NostalgicViewer
For sure! Thanks for all the info, everyone. Looking forward to seeing what new idents they'll come up with for the shows!


Write a follow up saying what idents are in use now after the aftermath


Forum Follow-up: Current Five Idents in Use

User1: TVWatcher99
Hey everyone! Just checking back in after a little while to see what’s happening with Five’s idents. After the recent changes and the shift to programme-specific ones, can anyone provide an update on what idents are currently in use now?

User2: IdentEnthusiast
Absolutely, TVWatcher99! After the withdrawal of the old 2008 idents, the focus has really shifted. As of now, the idents that are in regular rotation include those that are animated. The simple ones, like “Generic,” “Fibre,” and “Color Love,” are still being used, especially before news segments.

User3: NostalgicViewer
That’s good to know! Have there been any new programme-specific idents introduced since the last update? I know they started transitioning towards that.

User4: ThemeMaster
Yes! They’ve definitely rolled out several new idents that are themed around specific shows. Shows like “The Gadget Show,” “Flash Forward,” and a few others now have dedicated idents that creatively reflect their content. They really feel fresh and engaging!

User1: TVWatcher99
That’s exciting! So it looks like the old idents aren’t coming back, but at least they’re keeping it lively with new content-based designs. I wonder if they’ll expand to more shows in the future?

User2: IdentEnthusiast
I hope so! It would be cool to see idents for a broader range of programming. As networks evolve, they often tend to adapt their branding, so anything is possible!

User3: NostalgicViewer
For sure! I still have a soft spot for those old idents, but I’m hopeful they’ll create something equally memorable as they continue to innovate.

User4: ThemeMaster
If you keep an eye on their scheduling and any announcements, we might hear about new idents or changes soon. Let’s keep sharing updates as we see them!

User1: TVWatcher99
Sounds great! Thanks for the info, everyone. Let’s keep this thread alive with any new developments regarding the idents and the brand! Write a conversation November 2009, The idents seem to be in a weird state, but their programming is in a bright state, Prison Break is back, along wuth 5 dramas