five (2002-2008)

In September 2002, Channel 5 decided to undergo a major rebrand in an attempt to shake off their 'cheap and tacky' image, and become a more respected broadcaster among the major PSBs. The name 'Channel 5' vanished, along with both their circular logo and the candycane colouring that had featured on the station since launch. In it's place was 'five' - an entirely text based logo, all in lowercase font.

five 2002 - Weedkiller

Unfortunately whilst the idea for 'five' was sound in theory, the launch set of idents lacked any particular creative direction. Cue a host of pointless stock scenes which bore no relevance to anything shown on the channel, but may win some obscure art awards. This one, for example, featured 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.

five (Green) - 2003

Another five ident made of up only coloured text and music, used for leading into news bulletins.

five (serious) - 2003

Serious continuity from Trish over one of the solely graphical idents. Used here without music as rather than leading into news it's being used into somewhat hard content.

five (Record Shop) - 2003

Records are being flipped through in another ident from the initial 'five' era.

five (Lottery) - 2003

Trish Bertram can be found performing the important job of reading out lottery numbers over a static slide for Channel 5 (during its 'five' phase) in 2003.

five (Sports Sting) - 2003

An extended sports sting for 'Sport on Five', used here to lead into their late night sports coverage.

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 (Promo - five arts) - 2003

As part of their attempt to appear more 'upmarket' with the 2002 rebrand, Channel 5 even had a logo to signpost their highbrow arts programming. Somewhat imaginatively entitled 'five arts'.

five (Shoes 2) - 2004

If you thought the shoes ident wasn't exactly the most inspired... well it even came with different variants. A second version here, with the soundtrack having been tweaked a little by 2004 compared to that at launch.

five (Car boot sale) - 2004

In another exciting 'real life' ident from five, a dog steals a toy from a box at a car boot sale.

five (Boxing) - 2004

Artistic black and white treatment has been applied to some boxing match preparation in this five ident from 2004.

five (Funfair) - 2004

Shots from a camera fitted to a funfair ride make up this five ident, played out here in a slightly extended form to include the movie rating too.

five ('We Are Not Alone' Season Promo) - 2004

A special promo for a themed day of alien movies on Five in 2004, known as the 'We Are Not Alone' season.

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 (Movies) - 2005

In another five dedicated Movies ident, an everyday scene at a laundrette fades away. This time to take the viewer to an action sequence rather than anywhere calm.

five (Movies) - 2005

Another five Movies ident and in this version a living room scene morphs to a city skyline.

five 2005 - Ocean

One of several ocean-based idents from this batch, here the word 'five' floats innocently around in the calm ocean.

five 2005 - Nightlife

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

five 2005 - Ocean (Shark)

In the second variant of the ocean ident, 'five' has brought a friend in the form of a shark casually swimming around.

five (Ocean/Shark 2) - 2005

In this third variant of the 'ocean' ident for five, the shark decides its about time to go in for the attack on the logo. I mean it wasn't the best logo, but that's probably a bit harsh!

five (Plane) - 2005

The 'five' logo is seen briefly in the lens flare from a camera attached to a model aeroplane in this ident.

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 (Next) - 2005

No voiceover to be heard, with an entirely textual next slide for five complete with appropriate music for the upcoming movie featured.

five (Crime) - 2006

Another bullet-based ident for five, for use before their US imported crime dramas at the time like CSI. Similar in style to before, only with the bullet passing through some different locations (and fewer apples).

five (give) - 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 (Hope) - 2006

LWT-stalwart Trish Bertram provides continuity on five over another one of the original batch of 2006 'word' idents, before the five name was re-edited back in later. This time 'hope' appears along with gambling-related imagery.

Five (Risk) - 2006

Trish Bertram voices again in another 'word' based ident from 2006 for Five. This time the theme is around 'Risk' with some fast-paced horseback riding.

Five (Fast) - 2006

Trish gives an example of the updated movie ident style from after the 2006 rebrand. Although film ratings are still given verbally, the onscreen identifier is gone in favour of a regular ident - here using 'Fast'.

Five (Play) - 2006

Another word-based ident from Five's 2006 package features the word 'Play' floating around in a pool of water. Yes, that beloved feature of video encoders the world over!

Five (ECP - Five Download) - 2006

In days before every broadcaster had an ondemand streaming service, five were experimenting allowing premium downloads of certain shows from their website instead. Here Trish promotes downloadable episodes of CSI as part of an End Credit Promotion in 2006.

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'.

five (Fast) - 2007

At a greyhound stadium, the 'five' logo is replaced with the word 'fast' in another ident from this era. This is an example of an ident still using the 'five-less' variant further on, in August 2007.

five (Sport on five) - 2007

A special sting, menu graphics, and even some in-vision presentation against a green screen all feature in this branded slot on the channel in 2007. All tucked away in the dead hours of the night for five as part of their international sports coverage. This presentation had been in use since at least 2003 on 'five', and remained unchanged despite other changes to the channel pres in the intervening years.

Acknowledgements

Channel 5 Television - http://www.channel5.com

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