Five received a new look on 23rd January 2006. Gone was the logo and the word Five appearing anywhere on the idents.
Instead the idents featured four letter words in same style as five.
The Five director of marketing, Jane Scott, who joined the broadcaster from the BBC in June last year, initiated the rebranding and the new idents were commissioned by the head of creative services, Nol Davis. Saying “This is a confident evolution of Five’s already strong on-air image. It represents much more than a corporate logo, it is a living and breathing embodiment of everything the channel stands for.”
Warren Beeby, BB/Saunders creative director, said: “When we got the brief, our initial thinking was focused around re-injecting more of Five’s personality back into the main weapon in its armory — channel idents. The new films are beautifully crafted and have a level of intelligence that we believe will engage viewers repeatedly, really helping to push the brand on.”
The idents were created by branding agency BB/Saunders and shot in Prague and the UK through Hungry Man, with post production by Finish and 3D work by Realise. Samuel Christopher directed, with Matt Jones producing. The music is by Tanuki 8.