The move comes a week after ITV unveiled radically new idents that promote specific ITV programmes.
Five's new idents focus on words, including play, live, free, love and dare.
Among the images featured are a greyhound race, which shows the dogs chasing an image of the word fast; a skydiver plummeting towards the earth, with the word rush emerging from the landscape; and people gambling at a casino table, from which rises the word hope.
The new look is being overseen by Jane Scott, director of marketing, who joined Five from the BBC last summer, having previously launched the famous BBC "red dancers" ident strategy.
She said: "Out of all the terrestrial channels we are unique in having a word (in our channel identity) as well as a number and we are going to make use of that to differentiate. We're not only going to tell people what they are watching, but why."
It is believed Five will extend the strategy when it finally launches its digital spin-offs later this year. The broadcaster has also called a pitch for its creative advertising account, currently held by TBWA/London.
The channel is maintaining its relationship with its media agency, Vizeum.
Separately, Five has secured one of its biggest sponsorship deals to date for House, one of the US shows dominating its new Drama at Ten strand. Spontex Comfy Gloves has signed to sponsor the series as part of a £1m investment in advertising on Five.
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