Five launched it's current set of idents on Monday 16th January 2006, gone is the logo, which is now replaced by a four letter word in five's established typographical style. The idents were commissioned by the head of creative services, Nol Davis.
"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," Mr Davis said
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.
IDENT - LIFE
The sun slowly sets on the horizon, as the lights switch on don below, we see the word "life" spelt out. This ident was withdrawn following the launch of five's digital channel 'five life'.
IDENT - RUSH
A man skydives out of a plane, as he drops through the clouds, we see "rush" written on the ground below in the fields.
