On 6 October 2008 at 21:00, "Five" relaunched, with a new logo and idents, ditching its lower-case "five" logo in use since 2002, to a current upper-case "FIVE" logo. The identity was developed by Dixon Baxi.
Nol Davis, Five’s Head of Creative Services, said
The new on-air identity reflects a constantly evolving, energetic and enthusiastic brand and tone of voice. There is real synergy on and off air which reflects a true collaboration between all our creative services and agencies.