Channel 4 and 4Creative have devised what they call a ‘distinctive new on-air look for E4’.
The refresh of the brand is the first for the youth-aimed entertainment channel since 2007.
The new look will launch tomorrow to coincide with the return of US smash hit The Big Bang Theory and the debut of brand new comedy drama Drifters. Purple and the logo will remain part of the new era of E4 visually.
Devised by the network’s Creative Director, Neil Gorringe, the new branding takes its style from the main Channel 4 idents which continue to move rather than fix on the main logo.
Channel 4 say the new look will reaffirm E4’s British roots with humour and irreverence that they state ‘viewers have come to love’. Figures from the broadcaster suggest E4 is the most watched digital channel for 16-34 year olds in the UK.
There is one major change to the E4 logo, just like Challenge’s recently launched personality idents, Channel 4 bring us a robotic version of the purple logo called Eefer. (pictured top)
The robotic embodiment of the channel’s familiar logo, together with his crash-helmet wearing dog, appears in the five idents that depict aspects of British life including a greasy spoon café, a caravan park and a student bedsit.
Eefer will communicate with viewers on-screen via a purple placard he carries. The new look launches tomorrow: Thursday October 31st.