Is five not due a revamp?

Have always wondered why they don't use descriptive 4 letter words for the titles. They could use a slide which described the upcoming programme. Mind you if they did that, I guess the

'S**t'

trailer would have to be used incessantly

I think it's something to do with majority shareholder R.T.L. though, isn't it? If you look here, you'll see the main "rtl" on-screen logo has the whole lower-case thing going on.

So presumably, the thinking behind "five" replacing "5", was to RTL-ify the look of the channel? Makes me wonder if there's any ambition to rename five as "rtl1" or something in the future?

IMO the problem with five's current logo is that it is plain and unimaginative so consequently its forgettable (not the best branding strategy). at least rtl's is a bit more imaginative:
http://images.google.co.uk/images?q=tbn:r2odXkt0nqJk4M:http://www.satlogo.com/logo/hires/or/rtl_4.jpg

Just watched a Five ident where a skydiver jumps out of a plane and the ident had Five instead of the word.

Yep, looks like the logo's are back in the idents:

http://www.thisisfive.co.uk/fiverush1.jpg

this is great news. have the idents been scrapped and replaced by a new set or have they added the word 'five' to the current set? i thought they would do this esp. now their new digital channels have launched

Well so far I've only seen the ident formally known as "rush" above, but it looks like they've just added the word five onto the existing idents.

I'm of the type who actually hated the tack that came before the five branding, even the 5 numeral logo.

I agree that soon enough they'll need a whole new branding thing but not so distant from what exists now, it works and can at least have fun with typographical trails they do on occasion which is unique if nothing else is.

Okay, now I'm confused, they've just played out "risk" in the old style?

And now they've just gone completely mad, the last 2 programmes have been introduced with still captions.

I agree; reading this thread, I can only but respect the opinions of the people who liked the old 'Channel 5' branding. How cheap does a numeral 5 in the outline of a simple shape look? And I was no fan of the idents either.

Don't think that's deliberate ...they seem to have had one or two problems tonight....