On Monday 6th October 2008, Five
gets a new logo. The new on-air identity was developed by Dixon
Nol Davis, Five’s Head of Creative Services, said “The new on-air identity reflects a constantly evolving, energetic and enthusiastic brand and tone of voice. There is real synergy on and off air which reflects a true collaboration between all our creative services and agencies.”
Carl Ratcliff, Five’s Head of Brand Strategy and Marketing, said “We feel this new work is closer to the truth of the brand. Playfulness and colour sit at the heart of this new identity.”
According to Media Week: "Five has also changed the way it runs promotions and idents around ad breaks and programmes. It has broken its usual one promotional spot between programmes into two parts called "brand bursts" and "content bursts".
The brand bursts will start rather than finish with the station's logo and then go straight into the next programme.
The content bursts are 10 seconds long and will be related to TV shows, but won't necessarily use content from them."