The current idents used on the digital channel are the ones introduced with the change of name from FiveUS to FiveUSA on Monday 17th February 2009.
Five USA launched with a set of nine idents, created by DixonBaxi which "travel from city to city, capturing the energy and passion of exclusive locations and charaters".
From the Dixon Baxi webiste: The new on-air look "puts the audience at the heart of the action to feel the heat, the vibrancy and energy of the USA up close and personal. We feel the pulse of the city as we engage with people and experiences. This is supported bu bold, direct graphic look for type and messaging. It's glam, fun, breathless and spontaneous America."
Simon Pyke at Freefarm designed the sound tracks that, according to DixonBaxi: "captures the scale and spirit of modern, urban USA".