On Monday 21st April 2008, 'Five Life' became 'Fiver'. The new-look was developed in conjunction with strategic brand consultancy Dave, part of the Engine Group.
The new on-air look is based on the idea of a "constantly moving cursor delivering unpredictive text to the viewer". Fiver's cursor will "reference popular culture and will change to reflect seasonal and topical events".
Lisa Opie, Five’s managing director of content, said “I’m really excited about Fiver. Its new position will complement the Five family perfectly. It’s absolutely the right time to refresh the channel’s identity to better reflect its development in content. Fiver is the first step toward an invigorated and refreshed portfolio.”
START OF FIVER AND IDENT A
The launch of Fiver, a trailer and the first ident, nothing special really.