S4C is a national channel for Wales with programmes in the Welsh language. Its name is an abbreviation of Sianel Pedwar Cymru, which is Welsh for "Channel Four Wales". It launched in 1982 and is financed by a combination of advertising and license fee money. Last week, on April 10, it launched a new visual identity, created by Cardiff-based Sugar Creative Studio. Some of the implementation was done in-house at S4C.
Functionally, the new logo needed to robust and work with sub-brands and other elements on screen. As an on-screen bug, it was designed to occasionally "wake up" and deliver programme information. Central to Sugar's idea was to establish S4C as a 'context' to which the viewer associates the channel's 'content'. In the new channel idents feature people from Wales in different activities, using the people of Wales as an expression of the 'context' idea.
The previous identity was introduced in 2007 and created by London-based Proud Creative. It had a decidedly more complex concept, with idents based on a theme of magnetism.
Sugar Creative Studio