Here come the Belgians

Belgian TV channel Vier combines a rather fine new identity courtesy of Why Not Associates with charming slice-of-life idents created by some of the country’s leading photographers

Belgian TV channel Vier combines a rather fine new identity courtesy of Why Not Associates with charming slice-of-life idents created by some of the country’s leading photographers

This isn’t the first Belgian TV channel that Why Not have worked with – the studio previously created an identity for arts channel Canvas. They were brought in to work on this project by production company Woestijnvis, which bought the existing station BT4 and renamed it Vier as a vehicle for its programming. Why Not’s Andy Altmann describes it as a Belgian equivalent to the UK’s Channel Four, in content as well as name.

The Vier logo (above) references the shape of a 1950s TV and uses a typeface created specially by Why Not.



The only brief, Altmann says, was that Vier wanted to play with the traditional rules of TV – something the channel does on-air by running short animations between ads in the commercial breaks, like this:


Here’s how Why Not envisaged the identity working on-air:


And for the Vier Kids strand, with animations by Lilli Carré


In development work for the channel, Why Not shot some ideas for idents featuring documentary footage. The channel then suggested using photographers to create Belgian slice-of-life idents, with a different photographer commissioned each month. The first set of these sets of idents were shot by Jimmy Kets and are shown in the two compilations below:



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