To mark the arrival of Channel 4’s daring new music channel, 4Music, we were asked to create a striking new identity and a comprehensive set of branded elements for use both on and off-air.
Having worked on a number of previous branding projects within the Channel 4 family, finding a new numeral 4 for the logo that hadn't been touched upon before was always going to be quite a challenge. On top of this the brand had to have plenty of attitude and a healthy disregard for convention. We hit upon the idea of a three dimensional neon pink logo that’s unashamedly in your face and forever changing shape.
Having developed the animation in-house we then turned to 3D animator Oscar Gonzales who took it to another level turning the logo into a series of beautifully intricate shapes that moved in perfect harmony to the music.
On-air deliverables included idents, bumpers, menus, endboards and in-programme graphics. Acting as brand guardians we then oversaw it’s implementation across launch promos, season specials, press releases, print and festival signage.