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.