4seven channel identity
The brief to ManvsMachine (who recently completed a rebrand for More4) was to expand on a logo created by Magpie Studio (and shown above) which saw the numeral seven appear on the side of a three-dimensional Channel 4 logo (as above).
Working together, ManvsMachine and 4Creative have worked with the idea of 4 and 7 appearing around a right angled corner from each other with idents taking viewers on a journey around a corner from left to right:
The graphic elements of the identity include a new cut of Chanel 4's corporate typeface called 4seven which comes in three weights, as shown above.
The on screen graphics will look different depending on what time of day it is - the branding is dark at night and lighter during the day.
The actual logo is also set to change during the day too, not based on the time, but rather the amount of buzz the channel's generating via social media sites, in particular Twitter, as ManvsMachine's Mike Alderson explains: "In the graphic stings between shows, the 7 visually deforms with varying degrees of aggressiveness as shows generate more debate."
Here's a short reel showing the graphic element of the onscreen ident. Look out for the "buzzing" 7:
4seven launches today. Find out more at channel4.com/explore/4seven
Design & creative ManvsMachine / 4Creative
Creative director Chris Wood & Alice Tonge
Director Mike Alderson & Tim Swift, ManvsMachine
Producer Louise Oliver
DOP Bob Pendar-Hughes
Production design Adam Zoltowski - Skyhook
Lead motion design Rupert Burton & Simon Holmedal
Logo design Magpie Studio
Editor Nick Armstrong - Envy Post
VFX/Post production MPC
CR for the iPad
Read in-depth features and analysis plus exclusive iPad-only content in the Creative Review iPad App. Longer, more in-depth features than we run on the blog, portfolios of great, full-screen images and hi-res video. If the blog is about news, comment and debate, the iPad is about inspiration, viewing and reading. As well as providing exclusive, iPad-only content, the app will also update with new content throughout each month. Try a free sample issue here
CR in Print
The July issue of Creative Review features a piece exploring the past and future of the dingbat. Plus a look at the potential of paper electronics and printed apps, how a new generation of documentary filmmakers is making use of the web, current logo trends, a review of MoMA New York's group show on art and type, thoughts on how design may help save Greece and much more. Also, in Monograph this month we showcase a host of rejected design work put together by two Kingston students.
Please note, CR is no longer stocked in WH Smith high street stores (although it can still be found in WH Smith travel branches at stations and airports). If you cannot find a copy of CR in your town, your independent newsagent can order it for you or you can search for your nearest stockist here. Alternatively, email Laura McQueen (email@example.com) or call her on 020 7970 4878 to buy a copy direct from us. Based outside the UK? Simply call +44(0)207 292 3703 to find your nearest stockist. Better yet, subscribe to CR for a year here and save yourself almost 30% on the printed magazine.
I like it nice and clean, perhaps a hint of colour could be used.
Lotta love for this. The idents are slick and the little touches (the time-of-day dependent graphics) are ace.
I wasn't originally sold on the more4 rebrand, but have warmed to it very quickly, this project needed no such warming period. Well played 4creative and MVM (and Magpie for the original marque)
The indents are beautiful
Very clever, the ideas in the indents are really lovely and beautifully executed
Stunning work guys. Really thoughtful and simple at the same time.
Also love how every new iteration/expansion of 4's identity emphasises how great the original Lambie-Nairn logo really was/is.
Channel 4 has to be one of the UKs best family of brands. Consistently brilliant.
It's IDENTS guys, not indents. :)
Autocorrect on Apple for you, changes it every time. Real pain when I was writing the guidelines.
Really like it's basic premise, although I can't help feeling the separating, hairy 7 is a bit gratuitous. ManvsMachine should be distancing themselves from their old 3D pigeonholing if they want to be taken seriously as a branding agency.
ManvsMachine — one of my favourite design studios. The diving board in the swimming pool is particularly great.
Has the font been customised for this channel or is it the Channel 4 typeface?
Fontsmith re-drew a sans-slab version of the C4 font for this channel, with some additional minor tweaks we requested.
I really like this, good work manvmachine & 4creative.
It's very nice and practical to use but from a design point of view, does this say 'television', 'media'? If I didn't know what Channel 4 was I'd presume it had to do with architecture, a bank, steel manufacturer etc.
Only a thought. Great image though.
Love it. Well done MvsM.
Great logo by Magpie who consistently put out great work. Well brought together by MvM. Great stuff!
Fantastic stuff - well done!
Super creative concept!
ManvsMachine!! awesome work again. Chennel 4 knows its stuff when it comes to choosing designers.
Channel 4 does it again. Along with the BBC they are way ahead of the competition when it comes to idents and channel branding. Awesome work by all concerned.
Brilliant as ever. Such a simple idea but so clever. I can't believe no-one's thought of making the branding darker as the day progresses before. Maybe they have but I haven't seen it.
My only disappointment was the twitter buzz effect which looks a bit c4d mograph-y. I expected something a bit more lo-fi as if it was actually generated from the site. But it's a great idea and I'd be interested to know if the buzz is generated by some clever tech linked to twitter?
|PG Tips' refreshing rebrand (12)|
|D&AD 2015: the winners (3)|
|Ad of the week: Ikea, There's No Bed Like Home (28)|
|CR June: The Age issue (2)|
|Financier: a new typeface family for the Financial Times (4)|