David Farnor | On 27, Sep 2018

Channel 4 has rebranded its digital identity with new logos for its each of its channels.

The creative facelift applies to More4, Film4, 4Music, 4Seven and E4, aiming to unify its digital channel portfolio while maintaining their distinct personalities. The new E4 logo, for example, will keep its purple colour and will have eight new opticals to showcase the mischievous, rebellious personality of the popular youth-focused digital channel. The Channel 4 logo will also evolve from the multi-coloured 3D design to the 2D Lambie-Nairn design, with the iconic digit more prominently showcased in each logo.

Brand recognition is vital in a crowded, competitive online and viewing landscape, something that has been highlighted by Amazon Prime Video’s efforts to step out from Amazon the online retailer’s shadow and All 4’s own rebrand from 4OD, which took a long time to be recognised by audiences. BBC Three’s logo, to accompany its own online launch, was also met with a mixed response, as audiences adjusted to the channel’s new look. Netflix, on the other hand, has been given its own idents and logo an upgrade for original feature films, as it positions itself as the home of such prestige awards contenders as Roma.

The work has been led by Channel 4’s award winning in-house creative agency, 4Creative, in collaboration with selected creative partners, including ManvsMachine.

Dan Brooke, Chief Marketing & Communications Officer at Channel 4, says: “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.”

Alice Tonge, Head of 4Creative, adds: “Our channel brands have strong visual identities of their own, but now, with so many channels and so much noise, we need more than just the number 4 to unite our brand family. With E4, in a world where online is forever changing and innovating, we wanted to create a brand identity that feels less structured and predictable, so we have 19 different idents created by people all over the UK. The eclectic mix, which all reveal the new E4 logo in different ways, are a chance to not only showcase the new identity but to remind people why they are watching E4 by entertaining them.”

The new logos are being rolled out from today.

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