June 27, 2019

POSTED BY

Timmy O'Sullivan

CATEGORY

Channel 4, and Their Ambitious Rebranding

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Channel 4 or E4 is a British public service free to air television network that began transmission on November 2, 1982. With E4, in a world where online is forever changing and innovating, they aimed to create a brand identity that feels less structured and predictable, and have 19 different …

Channel 4 or E4 is a British public service free to air television network that began transmission on November 2, 1982. With E4, in a world where online is forever changing and innovating, they aimed to create a brand identity that feels less structured and predictable, and have 19 different identity’s. Channel 4’s ambitious, company wide rebrand set to make each of its channels distinct yet cohesive. The look has been designed to accommodate audiences’ increased digital consumption on smaller screens. Their new identity’s were created by emerging talent from across the UK.

Dan Brooke, chief marketing and communications officer at Channel 4, said: “Whether you’re tuning into The Big Bang Theory on E4 or watching the latest Film 4 feature at the cinema, we want to remind viewers that they are enjoying fantastic content from Channel 4’s portfolio. The E4 rebrand also gives talented emerging filmmakers and animators from across the UK a platform to showcase their superb work.”

This rebrand reflects the Channel’s public service remit focused on innovation, diversity, and taking creative risks. We took the essence of the iconic Channel 4 logo and found hundreds of ways to re-introduce and animate the famous Lambie Nairn blocks. We created to design a system that was playful, surprising, ever changing and above all colorful. This innovative new direction was the foundation for the Channel’s new Idents Directed by Jonathan Glazer and within the new bespoke font created by globally renowned design agency Brody Associates.


Dougal Wilson and 4Creative have created a series of identity’s for Channel 4, following a lumbering metallic giant formed from the channel’s recognizable logo blocks as he roams the British Isles. In the series of four films shot around the UK, the giant takes in rolling countryside, seaside, cliffs and suburban streets, trying and failing to keep up with wheelchair racers, causing havoc in a sleepy village, joining in a game of football and transporting one group of people across the sea.

Each short sequence ends with the giant singing the Channel 4 jingle in a booming voice, a reference to the broadcaster’s original 1982 ident by agency Lambie Nairn. The giant’s mnemonic is a remaster of the original ad’s Fourscore soundtrack. The aesthetic of the giant also draws on the broadcaster’s previous idents which saw the blocks of it’s “4” logo deconstructed and reassembled in various scenes.