New look More4 hits the air

Today Channel 4 launched a new look to its spin-off station, More4.

4Creative have worked with design agency ManvsMachine to produce what Channel4 believe is ‘a striking new creative identity for the evolving More4’.

4Creative’s Chris Wood, Head of on-air promotions, More4 says of the new logo and idents, “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 .”

The More4 re-brand centres on a bold flexible logo, created from multiple triangles that flip, fold, attract and repel each other into position. The re-brand extends to a whole new on-screen look, that includes five idents.

“The series of idents 4Creative have produced feature real world installations, inspired by the new logo and the triangular shapes used to construct it.

“Working in collaboration with pioneers in art installation design, Jason Bruges Studio, and students from Middlesex University, 400 moving flipper units were designed and built, based on the elements of the More4 logo.” Channel 4 say.

The 400 mechanical units were transported from the studio to real environments, filmed at various locations including a windswept Dungeness beach, and a very damp Victoria Park, to create a family of unique live action idents that see the brand breaking out into the real world.