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The set of idents were refreshed in 2000, as well as new idents from 4 March 2002, featuring the logo on coloured backgrounds. BBCB (CH105). Not surprisingly it will be the first of our terrestrial channels to wear its own label on the outside...The idents were replaced on 26 February 2020 with a new set focusing more on the logo on coloured backdrops mainly pink, green, orange, blue, teal and black.This campaign set out to achieve three key objectives: to clarify the channel's creative strategy; to refresh the channel's on-screen identity; and to address the gap between the common perceptions of Five and the new reality of our programming – stimulating viewers' reappraisal of Five's programmes and brand.Channel 5 was a name; 'Five' is a brand. Product recognition is the winning move in the new consumer system. Two years later the audience share had dropped to under 5.0%. The rebrand was conducted by DixonBaxi, and according to them, the new look was "more vocal, expressive and creative." These idents were used until a major rebrand in September 2002.The second and final worded logo used from 6 October 2008 to 14 February 2011.The first worded logo used from 16 September 2002 to 6 October 2008.Audience share rose consistently for the first seven years of broadcast, reaching a peak of 6.6% in 2004. It would be curious to launch an old-fashioned channel without an image in the era of Next, Levi's and Nike.The original Channel 5 logo used from 30 March 1997 to 16 September 2002.On 27 April 2016 Channel 5 HD test transmissions started on Freeview Mux.

The relauch included a mix of live action and CGI idents; some of these included supermarket trolleys, the Food Chain, Invisible Superheroes and Drawings.The current Channel 5 logo used since 11 February 2016.The fourth Channel 5 logo used from 14 February 2011 to 11 February 2016.In 1999, Channel 5 launched its new 'celebrity' idents, making the candy stripe more frequently used in idents and graphics, most notably in a hole in the backdrop of the idents. Five is being sold like a car or a running shoe. In July 2013, Channel 5 overtook Channel 4 when taking into account consolidated shares, for the first time. "Consumers are very brand-conscious these days..." "...and we are definitely describing ourselves as a very modern channel. 'Five' as a brand reflects the evolution the channel is undergoing in programming and in becoming a more confident and distinctive viewer proposition.On 6 October 2008 at 9pm, Five aired a new look, replacing the lower-case "five" logo with an upper-case "FIVE" in a circle occasionally with pink, turquoise and purple light effects. In 2012, the audience share rose to 4.5%, the first yearly rise for the channel in audience share since 2009. Channel 5 is a British free-to-air television channel. It was launched in 1997, and was the fifth national terrestrial analogue channel in the United Kingdom. As of September 2013, the channel averages 4.0% of the total audience share.