S4C

I was thinking that... I might suggest it. They haven't had a screensaver since their original website in 1996 (note the spherical grid which every meeja designer used to symbolise the net at the time).

Over the next few weeks, you are bound to notice a number of changes to the way that S4C looks, both on and off screen. Eurgain Haf talks to Dylan Griffith , S4C's Creative Consultant about these changes, which are part of a project to rebrand the Channel.


Dylan, what has happened to the dragons?!
I have put them to sleep for a few centuries. The dragons - the iron etc. - succeeded in holding their own as icons of S4C for a decade or more, but that is more than long enough, even for a mythylogical beast! Mr Blobby was a hero back in 1993, so the broadcasting world has transformed since then. The digital-only age is approaching, and there are new means of watching television programmes, so it is important that S4C assumes a prominent place for itself. The process of re-defining the channel's branding, by introducing contemporary, confident - and possibly economical - ideas is part of this effort.

How does one go about creating a new brand or format?
As part of an open policy, branding companies were invited to submit new ideas to S4C. Proud Creative was the company who suceeded in grabbing our imaginations with their simple, yet original, ideas. Over the last few months I have been working closely with Proud to finalise these ideas. The fruits of our labour - which included everything that is to do with the identity of the Channel - are now available for all to see on television screens, new media and printed media.

The new branding included an attractive series of short films that are shown before and after programmes on S4C. What inspired them?
These scenes show common items, such as chairs or lights, being drawn together in a very unexplainable way. Our purpose is to create a feeling of togetherness and of belonging, and the aim is to grab hold of the peoples' imaginations and to encourage them to see the world - and S4C - in a new way. You can see these films on S4C's website, s4c.co.uk/brand.

What else is changing?
Logo
The forward slash is, by now, part of everyday language, for example with web/text/mobile phones etc. The new logo also emphasises the 'C' in S4C, the heart and focus of the Channel.

Symbols*
These symbols, which explain what additional services are available to S4C viewers, are an opportunity to add to the personality of the new brand. In the past these have been rather corporate-like messages, but the intention now is to make them more friendly, open and memorable.
- Owl symbol | Subtitles available
- Computer symbol | The ability to watch your favourite S4C programmes any time on your own computer via broadband
- Speech bubble symbol | Audio description available
- Mobile telephone symbol | As the Channel's plans progress, we will make greater use of mobile technology.

The new branding included an attractive series of short films that are shown before and after programmes on S4C. What inspired them?

These scenes show common items, such as chairs or lights, being drawn together in a very unexplainable way. Our purpose is to create a feeling of togetherness and of belonging, and the aim is to grab hold of the peoples' imaginations and to encourage them to see the world - and S4C - in a new way.

I've seen quite a few of the idents, and the only one in which things are drawn together is the Chairs ident.