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
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