The rebrand of UK digital channel More4, announced back in November, made its debut on screen today, January 23. The creation of the new look was headed by motion design agency ManvsMachine and Channel 4's in-house agency 4Creative.
Five idents show the multi-coloured triangles from the logo come to life in the form of 400 triangular "flippers" on real-life installations. The logo itself is animated in a similar way.
The installations were created by the installation studio Jason Bruges Studio with students from Middlesex University. Music was composed by a Guy Connelly from a band called Clock Opera.
This post has been amended after publication.
"The logo, idents, and on screen presentation of the channel have been refreshed to communicate a warm, approachable feel that reflects the channel content." - Press release
"It was a big challenge to re-brand a channel with such a strong existing look, so a bold departure was definitely necessary. The new logo is quite a statement so we kept the on air look very clean around it. It also meant that by breaking out some of the logo elements, we could create idents that signified a channel rather than physically forming a logo.
From Grand Designs, to River Cottage - a lot of More4's programming is about making things; so we in turn wanted to physically build these idents, construct them and film them in real locations, rather than computer generating all the magic in post-production. I think the flipper installations we eventually came up with subtly reinforce the new look but offer a satisfying spontaneity which, I hope, will make them continually watchable." - 4Creative head of on-air promotion Chris Wood in a press release
A "making of" video, from ManvsMachine.
Creative Director: Tom Tagholm
Head of On air, More4: Chris Wood
Design & Creative: ManvsMachine/4Creative
Director: Mike Alderson/Tim Swift/Chris Wood
Producer: Louise Oliver
DOP: Daniel Trapp
Production Design: Jason Bruges Studio
Design Co-ordinator: James Greenfield
Editor: Jamie Foord
Post producer: Pete Winslett & Sarah Antrobus (Envy Post)
VFX: Marcus D. Dryden
Composer: Guy Connelly
Music: commissioned by Alice Godfrey at Channel 4, Pete Beck at Warner Chappell
Sound Design: Rich Martin (Envy Post)
Channel 4 (archive)