Channel 4 unveiled a brand new look for its main channel on Tuesday 29th September 2015, featuring new idents inspired by the deconstruction of the iconic Lambie Nairn 4.
“Channel 4’s main channel identity has been running for ten years and has been hugely successful. This ground breaking brand refresh pushes it forward once more, reflecting our public service remit to be diverse, challenging and innovative.” – James Walker, Head of Marketing, Channel 4
4Creative, the broadcaster’s award-winning in-house creative agency, is behind the innovative concept of the refreshed identity alongside creative agency DBLG (opens in a new window). The refreshed identity reflects Channel 4’s public service remit focused on innovation, diversity and taking creative risks and is the latest evolution of a brand that has existed in its current form for over a decade.
The channel’s new idents demonstrate an innovative new take on the Channel 4 logo. 4Creative collaborated with Academy Films who produced this part of the project. Director Jonathan Glazer took the original brief and crafted a story, writing and directing the set of films; a four-part narrative that is to be continued… Globally renowned graphic designer Neville Brody was commissioned to cut two exclusive new typefaces for Channel 4 named Horseferry and Chadwick. These can be seen as part of the channel’s refreshed on-screen graphics as well as its bold new off-air/poster art direction.
“We started with the original, iconic Lambie Nairn 4 logo and broke it down into its constituent parts; the nine blocks. The blocks represent Channel 4’s incredibly diverse qualities. The blocks are free to demonstrate our remit; to be irreverent, innovative, alternative and challenging. They are free to flow through everything on the channel: our typeface, on-screen menus, on-screen graphics, off-air logo, Channel 4 News, Channel 4 Racing, all the way through to the idents.
“The idents present the blocks as kryptonite-like. They tell the story of their origin and how they have a powerful impact on the world around them. Just as Channel 4 does. It is a story that we shall build on. It’s been an incredible honour to work on such a loved brand, a brand very close to our hearts. Hopefully we haven’t let the viewers down.” – Chris Bovill and John Allison, Heads of 4Creative
The new on screen identity for Channel 4 will be visible across programme brands that currently incorporate the channel’s branding including Channel 4 Racing and Channel 4 News – for which a brand new title sequence launches on Wednesday 30th September. Mica Levi, aka Micachu, of Micachu and The Shapes, composed the music to the idents. She is currently an Artist in Residence at London’s Southbank Centre.
At the same time as refreshing the identity of the main linear channel, Channel 4 is introducing an updated corporate brand to reflect the whole network of channels and services it delivers. This brand identity uses the new multi-coloured 4 logo reflecting all the channel brands which was first introduced to launch All 4. This will now be used on all corporate and network branding. The name of the corporation will remain Channel 4 Television Corporation.
“Most TV branding these days is like watching wallpaper. It’s pleasant but gets boring very quickly. However, Channel 4 is much more than just a big shiny number and some nice vibes. We didn’t want to tell people what channel they’re watching. We wanted to tell them why they’re watching it the first place. They watch because Channel 4 stands for something important. We wanted the new branding to reflect this.” – Chris Bovill and John Allison, Heads of 4Creative
E4, More 4 and Film 4’s identities have each been refreshed across the past three years.