4Seven by Magpie Studio

---

CLIENT

A new chan­nel from Chan­nel 4 that fea­tures the best from Chan­nel 4 in the last 7 days with a remit to inte­grate the increas­ing role of social media in television. 

---

BRIEF

Our brief was to cre­ate a logo that would sit com­fort­ably as part of the Chan­nel 4 fam­i­ly whist also com­mu­ni­cat­ing that this was some­thing new—a dif­fer­ent way to view Chan­nel 4. The biggest chal­lenge was to cre­ate a new brand which was still built from the same DNA as the exist­ing icon­ic Chan­nel 4 mar­que. The objec­tive was to cre­ate a mar­que that com­mu­ni­cat­ed that this was Chan­nel 4 with a new twist.

---

APPROACH

We arrived at the final solu­tion through a great deal of exper­i­ment­ing with the exist­ing Chan­nel 4 mar­que. Pick­ing it apart, rebuild­ing in new ways, then even­tu­al­ly set­ting on extrud­ing the blocks to cre­ate some­thing new. The solu­tion involves a “7” hid­den around the cor­ner of the Chan­nel 4 logo, revealed as the view­er pans around the cor­ner of the logo. The chan­nel was launched with a cohe­sive on air pack­age by 4Creative and Man­Vs­Ma­chine and gained view­ing fig­ures of 45,000 unique view­ers per night in its first week.

We wanted a new identity to launch 4seven, a brand new channel showing the best of Channel 4 from the last seven days. The identity was a challenge because the Channel 4 brand had to be obvious and at the heart of the identity but also have its own personality. We’ve worked with Magpie many times and their approach was spot on. The result was simple, eye-catching, and communicated the product perfectly. — Alice Tonge, Creative director of 4creative