"The idents do not feature the broadcaster's logo, but instead use images inspired by the words live, fast, hope, risk, dare, play, free, rush and life, as well as love."
Reminds me a bit of cigarette advertising - the very oblique Silk Cut adverts with various ways of silk being cut, always in the same style with the purple colouring - and the Benson & Hedges adverts on F1 cars in countries where they couldn't name the brand.
Very bold to drop the channel name (and from a company that gave us a permanent DOG for years!!). You've had thought they'd have had the five logo morph into the word but they're obviously feeling brave.
Providing they've got the same quality of the current batch I can't see a problem. I'll have to check how many I've already captured now before they get put in the bin...
Five are being a little too confident in my mind. Cocky even you could say.
This is what Broadcastnow have to say...
Five is to launch a new range of "emotion-based" on screen idents on Monday, featuring images inspired from words ranging from dare to love.
The news comes as the channel puts its advertising account out to tender as part of its changing brand strategy. The channel's new director of marketing Jane Scott, who joined from the BBC in June, initiated the rebranding.
The new idents, which do not feature the channel's five logo, see the words love, fast, risk, free, life, dare, rush, hope, free and live, written in the channels existing typography.
Each word appears on the left of the screen, with associated images playing in the background. The love ident shows the word growing out of an egg, with sperm floating in the background, while the word live can be seen in the outline of forked lightning.
The new image was commissioned by head of creative services Nol Davies, who said the change was a "confident evolution" of Five's on air image.
"It represents much more than a corporate logo, it is a living and breathing embodiment of everything the channel stands for," said Davis.
Scott said the channel's new brand strategy necessitated a new approach to the channel's creative work. The idents were created by branding agency BB/Saunders.
