On Monday 1st November 2004 five introduced new idents that placed the 'five' logo in the idents, forming on pregnancy scans, being borne by leaf-carrying ants and in formations of swarms of midgies.

Branding agency devilfish was behined the redesigned five on-air ident package. Devilfish’s Sean de Sparengo directed the sequences, which were post-produced at VTR and the hive, and worked on by colourist Tareq Kubaisi, Flame artists Viv Baker, Glenn Cone and Glyn Tebbutt and 3D artists Martin Allan and Howard Bell.

New idents especially for use before films were also introduced with the theme of transporting the viewer from a dull and dreary place to somewhere magical. Originally only used for evening films, they were later introduced to daytime showings.