five (2002-2008)

five 2002 - Weedkiller

Almost cyclically now, every few years Channel 5 decide to undergo a major rebrand in an attempt to shake off their 'cheap and tacky' image, and become a more respected broadcaster. One of the earliest such attempts was the major rebrand to come about in September 2002. The name 'Channel 5' vanished, to become 'five', in lowercase lettering naturally. The Dog in the corner also disappeared for a time, as did the five colours, and the original numeral in a circle. Unfortunately whilst the idea was good, the launch set of idents lacked any particular creative direction. Cue a host of pointless scenes which bear no relevance to anything shown on the channel, but may win some obscure art awards. This one, for example, features someone spraying weedkiller on a garden!

five 2002 - Red Hair

This version features a woman with red hair driving down the road.

five 2002 - Blue

Idents into short news bulletins usually featured colours rather than pointless live action scenes.

five 2002 - Swimming

A man jumping into a swimming pool features in this version.

five 2002 - Gardening

Another gardening ident. This time, the gardener is cutting his plants. Yep, you can see the cohesive linking between all these new idents!

five 2002 - Red/White

Another coloured and announcerless news ident, this time using red and white.

five 2002 - Shoes

In this version, a woman is trying on some shoes. Also featured in this ident is five's new film ratings.

five 2002 - Advert

An example of the new 'five' trailer style. Marketing speak at the time hailed the style as somewhat revolutionary in the use of text.

five 2002 - Programme Menu

A run down of the programmes coming up on Five. This sort of menu was sometimes used instead of an ident into selected shows.

five Xmas 2002 - Snowball

Poor normal idents didn't bode well for Christmas ones, and true to form a different selection of mundane scenes went to air that year. Although the concept may have been poor, they did put in more effort than most the other terrestrial broadcasters in producing a large number of variations for use over the season. In this snowball version, we also get to hear the wonders of live continuity announcements.

five Xmas 2002 - Tree

Some people in the background pull a sledge, with a tree shown in the foreground.

five Xmas 2002 - School Play

A school play features in this ident.

five Xmas 2002 - School Play 2

A different ident featuring a school play.

five Xmas 2002 - Cold

A person tries to keep warm out in the snow in this ident.

five Xmas 2002 - Car

This time, someone's clearing some snow of their car window. Just keep 'em coming Five!

five Xmas 2002 - Tree 2

A different person pulls a different sledge past a different tree in this ident.

five 2003 - Skateboarders

Into 2003, and some more fairly conceptless idents. This time it's some skateboarders moving past some mirrors.

five 2003 - Red/Orange

Another of the musical and announcerless news idents.

five 2003 - Escalator

Back to pointless people idents, and some people on escalators make up this next thrilling installment

five 2003 - Game

2 people playing table hockey in this ident. They even let it play on for a short while after the announcement finishes. Aren't they nice(!)

five 2003 - Golf

Someone playing Golf This time!

five 2003 - Flower

A woman picks a flower in a plantpot up.

five (Restaurant) - 2003

More from the cavalcade of mundane tediousness from Channel 5 in 2003. And for this ident a person is hammering something up on the wall of a restaurant.

five (Climbing) - 2003

Indoor rock climbing, with a five logo slapped over the top of it. The basis for another mundane ident from the 2002 look.

five (Bouquet) - 2003

A man waits with a bouquet of flowers by the coast in another five ident.

five (Light Blue) - 2003

Another plain coloured ident from five for use before news bulletins, this time in light blue.

Milkshake (Out Credits) - 2003

Milkshake is the special presentation used by Channel 5 around their children's programming, consisting of a person sat in a very small invision studio to link programmes in a traditional 90s style - something that continued long after many larger stations completely dropped all invision presentation. The special opening and closing sequences for the strand were made up from animated children's drawings.

five 2005 - Forest

Five did see some sense with their launch idents, making a vast improvement in the design with their later batches of idents. Rather than just a static word over a random people scene, the word five in this batch is actually formed from part of the surrounding scene. In this case a swarm of flies form 'five'.

five 2005 - Ants

Ants are carrying five's letters across a treetop this time... until one of them meets an untimely death that is.

five (Movies) - 2005

Movie idents for five in this era featured scenes cutting from the mundane to somewhere far away. Here a lady is sitting on a bus daydreaming... then next moment she's on a lake.

five (Movies) - 2005

You wait ages for a bus, then two come along at once. Another movie ident for five from 2005, starting off with a mundane scene, before cutting to somewhere much more relaxing.

five 2005 - Ocean

The word floats around in the water this time.

five 2005 - Nightlife

A nighttime reflection in a puddle is the basis for this ident.

five 2005 - Ocean (Shark)

A variant of the ocean ident, and this time 'five' has brought a friend.

five (Crime) - 2005

A special ident for Five designed for use before CSI and Law and Order, featuring the bullet style animation which had become well associated with CSI at the time.

five - Christmas 2006

Channel 5's Christmas offering from 2006, and an attempt to get people to donate money in an ident. Although how effective it was just slapping the words onscreen without much of a reason behind it, who knows. More interestingly, it also saw the return of the word 'five' to an ident. At the start of 2006 Channel 5 had introduced a new set of idents where the word 'five' had been ditched completely, and in its place were a series of other 4 letter words in the same typeface. The Christmas ident was the first signs of a change on this decision, with more to follow when the decorations were taken down in January 2007.

five (Lightning - Live) - 2007

Despite heralding it as a bold move at the time, five quietly backtracked on the decision and re-edited the set to include the word 'five' once more from January 2007. Initially versions with both 'five' and the original alternate word were airing, but with the non-five versions becoming less and less frequent. This variant has lightning showing up the word 'live', in one of the original 2006 ident formups.

five (Skydiver) - 2007

The skydiving ident had initially featured the word 'rush', but here appears in the re-edited 'five' form.

five (Lightning) - 2007

The re-edited version of the lightning ident, now featuring the 'five' logo in place of the word 'live'.



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