I really like the current 5 logos and general channel branding (maybe less the idents), but hate when they rush a launch such as this and make stupid decisions in the process. As previously mentioned, the Prime letters float in the background of the idents still (they only fixed the initial floating ones at the start I think). Who even thought that the name 5Prime would get past Amazon in the first place? If we want to go further back, why did they even call a channel the same name as their catch up service? Why did they bother rebranding this channel as "premium" content, only to then seem to show pretty much the same crud as before AND the crud that is available on all their other channels every day anyway?
I guess it's just a case of throwing everything at the wall and hoping something sticks. Except the wall isn't sticky anymore.