The recent branding frenzy at Channel 4 continues today with a new series of idents which “authentically reflect life in modern Britain.”
Created by Channel 4’s multi-award-winning in-house creative agency 4creative, in collaboration with Art Practice and Love Song, the five new idents feature scenes including an urban fox taking refuge in a decaying telephone box, a group of teenagers on the last day of school, a frozen moment of a Friday night and a celebration of Zoroastrian New Year. The 25 unique looping scenes create a tapestry of modern British society today as seen through the eyes of a diverse group of 17 independent creatives, artists, and filmmakers.
Following the broadcaster’s brand transformation in May, the idents “draw on the concept of ‘4’ as a traveller which acts as a companion for viewers through limitless worlds of content.” The iconic Channel 4 logo is the central axis of each film as the camera continually loops through the logo itself to show thought-provoking and dramatic scenes that form a part of Channel 4’s ‘Altogether Different’ reflection of the UK.
The latest branding exercise at Channel 4 seems certain to raise eyebrows in the industry at a time when the channel is making dramatic cutbacks across its programming. Shows including SAS Who Dares Wins, Escape to the Chateau, Rescue: Extreme Medics and The Last Leg have all faced cancellation or cuts to their runs and formats, and more cuts are rumoured to be on the way. Channel execs also agreed to defer this year’s bonuses and scrap pay rises as the broadcaster looks to cut costs amid the cost of living crisis.
