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.
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.
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.