Proud has been working on the project for just over a year, creating a new logotype, a new corporate typeface (a re-working of Lineto’s Typ1451 by Nico Schweizer), a set of new icons and a set of brand design tools. On-screen elements include an initial set of ten live action idents, shot by Simon Ratigan (another former One To Watch), as well as a new S4C website.
The ten idents that kick off the on-screen branding all feature Welsh landscapes. The idea is to suggest a magnetic attraction, in that objects move across each landscape as if drawn by an unseen force. This concept is derived from the word “hiraeth” – a word unique to the Welsh language that describes the emotional attachment to, or pull towards, Wales that the Welsh feel.
Says S4C’s Dylan Griffith: “The idents look really modern and the tone of the rebrand is inherently Welsh – but without drawing on clichéd Welsh icons. We didn’t feel the need to roll out the dragons.”
“There is massive pride in Wales for both the country and the language,” adds Witchell. “We thought S4C should represent the Wales of today: vibrant, modern, progressive and bilingual. With the channel’s rapidly expanding online streaming reaching Welsh-speaking audiences around the world, we saw a further opportunity to position the brand as a global home for Welsh language and culture.”
Print work includes stationery, brand guidelines, a viewer magazine and direct mail, while graphic responsibilities covered vehicle livery and signage at S4C’s Cardiff headquarters – where Proud are also working with interior designers on the refurbishment of the interior and exterior of the building in keeping with the rebrand.