In July 2010 Richard Desmond bought Channel 5 from RTL for £104m. Following this a new logo was introduced; and with it therefore, a brand new look for the channel and a new set of idents. The new look launched on the morning of Monday 14th February 2011. The new logo replaced the word 'Five' with the number '5' in a circle. The idents featured a large "screen" in a warehouse location.