Jonathan Glazer Idents Lead Channel 4 Rebrand

UK broadcaster Channel 4 has rebranded its main channel with a new identity inspired by the nine blocks of its longstanding Lambie Nairn 4 logo and communicated with a series of idents from celebrated filmmaker Jonathan Glazer.

The new assets were unveiled last night across the TV channel and the concept focusses on a deconstruction of the iconic design. 4Creative, the broadcaster’s award-winning in-house creative agency, is behind the innovative refresh of the identity alongside creative agency DBLG.

Academy Films and 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…

Chris Bovill and John Allison, heads of 4Creative explain:  “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 in the first place. They watch because Channel 4 stands for something important. We wanted the new branding to reflect this.”

They add: “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. 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.”

Globally renowned graphic designer Neville Brody was commissioned to cut two exclusive 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 (e.g. end of programme credit panels, branded stings, menu information graphics and programme title cards) as well as its bold new off-air/poster art direction.

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.

“Channel 4’s main channel identity has been running for 10 years and has been hugely successful,” concludes James Walker, head of marketing, Channel 4. “This ground-breaking brand refresh pushes it forward once more, reflecting our public service remit to be diverse, challenging and innovative.”