An Identity Based on a Brand Mark

Channel 4

Since it’s inception in 1982 Channel 4 has gone through a number of logo/brand design changes. This colourful logo was used by Channel 4 from its launch on November 2, 1982. On screen, the symbol would appear as computer animated blocks hurled onto the screen. It was designed by Lambie-Nairn. In October 1996, Channel 4 launched a new identity which was created in-house by the television channel. The new identity was called "Connections" and was based on four circles, one of which included the Channel 4 figure. Easter 1999 saw channel 4 introduce a new logo featured in a square usually shown on the right hand side of TV screens until 30 December 2004. Channel 4 introduced a new identity on New Year's Eve 2004. The new identity was conceived in-house by 4Creative and allows the blocks in the logo to break apart. In most graphics, the logo appears as above, white on white, with darker "shadowed" areas on the sides.

In September 2015, Channel 4 updated their logo to a variant of the 1982, 1996 and 1999 logos. No logo appears on new idents, bumpers, and on promos and end-boards as the nine blocks that make up the logo appear separately on new idents, bumpers, and on promos and end-boards instead. Two fonts were also created for the channel; Horseferry and Chadwick.

Horseferry is designed to reflect on Channel 4’s sharp, disruptive, cutting edge, challenging personality as a unique British institution. Chadwick reflects the modern, clean, functional and informative nature of their work as a public service broadcaster. The two fonts have been created to work hand-in-hand across print, digital and broadcast environments. Both typefaces were designed by Brody Associates

Channel 4 uses a basic colour palette to avoid using different versions of the same colour. Percentage tints can be used in any of these colours. Other colours may be used where appropriate.

At the heart of the Channel 4 visual identity is the belief that writing and design must work together. Channel 4 is innovative, independent and irreverent. Therefore, the tone of voice needs to be bold, surprising and challenging. Sound bites work well on posters and in advertising. They keep communication clear and simple. Below are examples of the headlines from successful campaigns.

Programme: Dying for Drugs

Drug companies are making a killing

Programme: 4 Music, Mobo Awards

Listen to your television

Programme: Nigella Bites

Nigella sucks

Programme: Six Feet Under

Skin to die for

Programme: Derren Brown plays Russian roulette live

Magic is dead

Programme: Big Brother

View, vote, control

Brand Guidelines:

http://www.channel4.com/about_c4/styleguide/downloads/C4StyleGuide1.1.pdf