Channel 4 has announced that from next year it will bring all its channels and services under one ‘Channel 4’ brand “to help audiences better navigate the abundance of choice in the digital world and find their favourite Channel 4 shows wherever and whenever they choose to watch content.”

‘All 4’ will change to ‘Channel 4’ as Channel 4 adopts one brand identity across its digital and linear channels “as audiences increasingly no longer distinguish between digital and linear content.” Channel 4’s entire portfolio of channels will also align with the ‘Channel 4’ brand.

Zaid Al-Qassab, Chief Marketing Officer at Channel 4, said: “As Channel 4 turns 40, we’re responding to the challenge of an increasingly crowded content market by using our most powerful asset, the Channel 4 brand. The creation of a singular brand vision will better serve our viewers and help futureproof the channel to make sure we’re able to continue to take creative risks for the next 40 years.

“We want to become the viewers’ North Star in the digital world. A valued curator to help them navigate to a destination full of entertaining and thoughtful content they know they can trust.”

New idents have been commissioned as part of the brand transformation. Working in collaboration with a number of British artists and filmmakers, Channel 4’s award-winning 4creative will “seek to represent the UK, its culture and mentality to present an unexpected and daring portrait of Britain retold.”

The brand transformation will begin from spring 2023.


Jon Creamer

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