To mark the arrival of Channel 4’s daring new 4Music channel, The team at 4Creative asked me to create a striking new identity and a comprehensive set of branded elements for use both on and off-air.
Having worked on a number of previous branding projects within the Channel 4 family, finding a new numeral 4 for the logo that hadn't been touched upon before was always going to be a challenge. To add to this, the brand had to have plenty of attitude and a healthy disregard for convention. I hit upon the idea of a three dimensional neon pink logo that’s unashamedly in your face and forever changing shape!
Having developed the animation in-house at Pete&Tom, we then turned to 3D animator Oscar Gonzales who took it to another level, turning the logo into a series of beautifully intricate shapes that moved in perfect harmony to the music.
On-air deliverables included idents, bumpers, menus, endboards and in-programme graphics. Acting as brand guardians we then oversaw it’s implementation across launch promos, season specials, press releases, print and festival signage.
My role in the project:
Logo and brand design. Art direction for the motion graphics.
Credits:
Motion graphics: Pete&Tom, Oscar Gonzales.
Frames from the 4Music launch promo, '4Music First' identity indicating exclusive content, channel menu, in-programme graphic interface, endboard and '4Music Freshers' season bumper
V Festival branded stage scrims
