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C4 unveils new look idents and typefaces

C4 unveils new look idents and typefaces
Staff Reporter
30 September 2015

Channel 4 has unveiled a new look for its main channel.

4Creative, its inhouse creative agency, has refreshed the channel’s identity alongside creative agency DBLG.

Meanwhile, 4Creative collaborated with Academy Films to produce a series of new idents, directed by Jonathan Glazer (Under the Skin, Guinness ‘Surfer’, Sony ‘Paint’).

C4 said the new idents were inspired by the deconstruction of the iconic Lambie Nairn 4. Reaction to the new idents has so far been mixed online: "You left out the damn logo!," posted one contributor on the YouTube site revealing the films. Others praised their cinematography and style.

Graphic designer Neville Brody was commissioned to cut two new typefaces for Channel 4 named Horseferry (for display) and Chadwick (for information). These can be seen as part of the channel’s refreshed on-screen graphics, such as end of programme credit panels, branded stings, menu information graphics and programme title cards, as well as its new off-air/poster art direction.

James Walker, Head of Marketing, Channel 4 said: “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.”

Chris Bovill and John Allison, Heads of 4Creative said: “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.

“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.”

Neville Brody said: “I have always loved and respected the pioneering and influential brand design that Martin Lambie-Nairn created, Having followed the growth and evolution of the channel from its birth and position as a vital rebellious independent cultural space, a place it has been loyal to and strengthened even more over time, I am proud to have been involved in helping to develop the new visual language for the channel to help take it forward for the next decade.”

Grant Gilbert, Creative Director, DBLG said: “We decided early on that we didn’t want to mess with the logo but instead find different ways to present it on air. The OSP and opticals aren't just promos with a logo tacked on the end; they are the channel. These elements that play out dozens of times every day are now free to be playful, surprising, dynamic and ever changing. We have created an identity for Channel4 that has longevity and will evolve and express itself in different ways.”

Executive Creative Directors: Chris Bovill, John Allison
Head of Production: Clare Brown
Creative Directors: Chris Bovill, John Allison, Alice Tonge
Creative: Alice Tonge
Executive Producer: Shananne Lane
Business Director: Nik Windsor
Senior Producer: Louise Oliver
Designers: Tim Fellowes, Aimi Awang
Strategy: Nik Windsor, Olivia Browne, James Hamilton

Channel 4 Marketing
Head of Marketing: James Walker
Group Marketing Manager: Rosalind Godber

Concept & OSP
DBLG Studios
Creative Directors: Grant Gilbert, Steven Qua
Producer: Natalie Greenwood
Design and animation team: Jacob Vanderkar , Rita Louro, Jason G Wiley, Marcel Piekarski, Eduardo Escanho, Marco Savignano, Sam Trimitrimi

OSP Post Production Partners
The Moving Picture Company
Envy Post Production

A+/Academy Films
Writer and Director: Jonathan Glazer
Producer: Simon Cooper
Production Manager: Bugs Hartley
Director of Photography: Alex Barber
Production Designer: Chris Oddy
Editor: Paul Watts @ The Quarry
VFX: One of Us
Lead Post Superviser (One of Us): Emmanuel Pinchereau
Post Producer (One of Us): Leila Nicotera
Special Effects: Asylum
Shaman Costume design: Chris Oddy/Kate McConnell
Audio: Johnnie Burn @ Wave
Music Composition: Mica Levi
Original score performed by Orchestrate
Fixer Bridget Samuels for Orchestrate

Brody Associates
Creative Type Director and Designer: Neville Brody
Type Designer: Luke Prowse
Project Manager: Philip Rodgers
Designers: Jack Lewellyn and Chris Nott

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