Five launched a new 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.
