Channel 4 brand identity: the evolution of a design icon
Author: CIMCOM
After ten years in its current form, Channel 4 has launched a new brand identity for its main TV channel with new idents inspired by the deconstruction of the much-loved number ‘4’ puzzle piece icon. The refreshed identity has been created by in-house team 4Creative together with agency DBLG and SQUA.
On-screen idents
The channel’s new idents – brand clips which appear between programmes – give the Channel 4 identity a more abstract form. The rebranding is designed to reflect Channel 4’s public service transformative remit which is focused on innovation, diversity and taking creative risks. The idents were directed by Jonathan Glazer and have been getting a thumbs up from the majority of the creative industry.
The starting point was the original, Lambie Nairn 4 logo which was then broken down into its constituent parts; the nine blocks, which represent Channel 4’s qualities and demonstrate its remit to be irreverent, innovative and challenging. The kryptonite-style blocks are shown with their elemental origins, and their impact on the world, as a metaphor for the impact of the Channel 4 brand.
New Channel 4 Brand Identity Compilation
On- and off-air graphics
The brand has adopted refreshed on-screen graphics, for example, end of programme credit panels and information graphics, as well as new off-air and poster art direction.
Graphic designer Neville Brody was commissioned to create two exclusive new typefaces for Channel 4 named Horseferry (for display) and Chadwick (for information).
To reflect the brand’s independent stance, the tone of voice used in copywriting continues to be bold, surprising and challenging.
New Channel 4 Brand identity | Print and Poster
Updated corporate brand ID
At the same time, Channel 4 is updating its corporate brand. Whilst the name of the corporation remains the same - Channel 4 Television Corporation – it will now use 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.
Why fix what ain’t broke?
The new identity for the Channel 4’s main TV channel is a brave step since the 10-year old puzzle piece identity it replaces has had enduring appeal. But TV and the way we watch it has changed in that time. Consumers are ever more sophisticated. Channel 4 is reflecting this with a more subtle form of branding which acknowledges that viewers don’t need overt branding to understand which channel they’re watching. The premise is that Channel 4 viewers are too savvy for in-your-face branding. Instead, they’re up for this visual adventure. Even if it is a bit abstract.
Only time, and brand tracking surveys, will tell if they’re ahead of the curve.