CHANNEL 5
IDENTS
JANUARY 2006 - OCTOBER 2008
   
Five launched it's current set of idents on Monday 23rd 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.
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LAUNCH PROMO AND FIRST IDENT

 

 

 

 

 

The launch sequence for the new idents, featuring little snippets of each ident, followed by the first proper ident, "hope".

IDENT - FAST

 

 

At a greyhound track, greyhounds chase the word "fast".

IDENT - FEAR

 

 

 

Through a door and down a creepy corridor, the word "fear" appears is the floating 'sprits'.

IDENT - FREE

 

 

Lots of white balloons are released, forming "free" in the sky.

IDENT - HOPE

 

 

 

Dice are rolled down a table in a casino, and the word "hope" is written on the table.

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 This ident was withdrawn following the launch of five's digital channel 'five life'.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 - LIVE

 

 

 

A windy rainy scene, as the lightning strikes, the word "live" is spelt out in the lightning.
2 versions were used, Video A is the usual version and Video B a slightly more upbeat soundtrack.

  

IDENT - LOVE

 

 

 

Lots of sperm swim around, and a cell divides and forms the word "love".

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.

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