"VIP" features a model walking on a red carpet formed from the big screen with the logo formed out of the camera flashes. "Car Chase" features a police car chasing another car which eventually crash 'through' the big screen with the logo being on the side of the police car. A generic ident with the Channel 5 logo pulsating on the studio screen was introduced in April 2012. Several special idents have also been used for "The Hotel Inspector", "The Walking Dead", "Impossible?", "Big Brother", "The Bachelor", "Europa League", "The Mentalist", "Tamara Ecclestone: Billion $$ Girl", "It's All About Amy", "How to Take Stunning Pictures", and "The Gadget Show: World Tour" also based around the same theme of the studio and screen. Programme preview cards feature the font "Gotham" in upper case. Break bumpers featured the "5" logo in the left-hand corner of the screen with a pattern of circles radiating out from the logo in an alternating red and black colour scheme. This logo was retired from use on 10 February 2016; a virtually identical logo would later be used by ABC affiliate WEWS-TV beginning in September of that year, albeit in a blue colour. On 11 February 2016, Channel 5 launched a new logo across all of its properties—a segmented 5 which can be rendered with various designs and animations, alongside a new series of "cinematic" idents, and break bumpers with text messages on them. The new branding was meant to signify a more upmarket and "creative" positioning for the broadcaster; vice-president of marketing Jo Bacon explained that "Our core proposition is Spirited TV, with emotional heart, reflecting the diverse, lively, colourful and creative content that has been the driving force behind our new strategic approach." Critics noted similarities between 5's new logo and that of competitor Channel 4. However, Bacon contrasted Channel 4, explaining that "our content allows millions of normal people access to diverse entertainment with no fuss. We are a playful challenger brand and can appeal to all audiences. The rebrand is a big opportunity to really redefine the DNA of the Channel 5 brand and how it is perceived." 5Star and 5USA also adopted the new logo, while the catch-up service Demand 5 was renamed My5. 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.