Five revamps on-screen image with word-based idents

by Sam Matthews, Brand Republic 20-Jan-06, 16:00

LONDON - Five is launching a series of eye-catching idents with actionable words such as 'love' and 'fast' replacing its traditional Five logo.

The 10 different idents, which go live from Monday, aim to communicate to the viewer Five's values through interpretations.

For "love", a picture of a sperm swims as if under a microscope; for "rush" a man is skydiving with the word "rush" etched on the green fields below; and lastly the word "live" is spelled out through yellow bolts in a lightning storm.

The idents were created by design agency BB/Saunders, which has also overhauled the colour palette and type movement of the channel's menus.

Each word appears in the familiar location on the left-hand side of the screen in the channel's established typographical style.

Nol Davis, Five's head of creative services who commissioned the idents, said: "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."

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 armoury -- 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."

Separately this week, TBWA\London has lost five's £5m advertising account after the broadcaster decided to review its business. The agency is not repitching.

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