Channel 4 launches new look

Channel 4 today unveiled, at 7pm, a new series of idents which ‘authentically reflect life in modern Britain.’

Zaid Al-Qassab, Chief Marketing Officer at Channel 4:

“Our idents reach 50 million people in the UK every month, so we wanted to represent all of us, the rich diversity of our nation, our communities, and our passions.  This is not only a representation of Channel 4, this is the most viewed piece of public art in the UK, that will be seen for many years to come, so it was important to us that it spoke to everyone.  Whoever you are, we hope you will find something that speaks to your heart.”

Created by the broadcaster’s own 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.’ Channel 4 note.

Featuring over 70 faces cast from across the UK, the idents reflect Channel 4’s commitment to representing the different stories and people that make up British society. Rooted in authenticity, the casting process resulted in real families, couples, and groups of friends featuring in the majority of scenes.

Filmed across four studio days as well as four days on location in Glasgow and the surrounding area, Channel 4’s idents represent the broadcaster’s values and public service remit to take creative risks, inspire change, champion unheard voices, and celebrate the diversity of the UK. There’s also a nod to the past, one ident contains Channel 4’s original coloured blocks logo as part of a model train set while another shows a family on the beach in a video dated November 2nd 1982, the day the network first aired.

Lynsey Atkin, Executive Creative Director at Channel 4:

“The Channel 4 idents have a long history of visual excellence and as a marker for British creativity. We hope that this new set builds on this legacy and delights viewers many times over, with everyone finding a loop that feels like home to them. The idents at their purest represent the unbreakable spirit of Channel 4 – of diversity, challenge, and creative risk – and it has been a true labour of love bringing these idents to life with so many brilliant and varied directors and artists. We can’t wait to see them out in the world.”