Official Discussion On C4’s New Look

Haven't seen a lot so far (because I thought they started tommorrow too!) but what I've seen is really, really good - especially the idents.



I disagree - it's because of the strong branding and recognisablility of the '4' logo that has been pretty much unchanged for over 20 years that it can appear on screen for a second and still be noticed. Very clever, actually.

Less sure about the font though - I'm sure they had to replace DIN for the sake of change which is a shame because it worked well/

In fact, just seems to be random pictures everytime I go on.

Of course nobody expect anything *quite* that dramatic, but if you think about it, imagine how much better those idents would be with creative camera angles, making use of the flares from the sunlight, and showing off more of the "movement" side of the theme. Would you want to watch a dramatic film from only one camera angle and with a weak and watery piece of music?



...which is exactly why it shouldn't be used!



'Understated' is not a word which ties in well with strong branding, surely? The idents may look more intelligent than ITV1's, but to the average viewer, which brand is more prominent?

To be honest, If you dont like the new stuff, you're stuck with it for some years! lol.

The ident that I like is the car one, with the road-signs turning into the '4' logo. Also another step that channel4 have taken is the 'time line' effect, showing whats up next, in like a time line mode.. Very nice.

I don't mind the Channel 4 look. Haven't seen much of it yet though but i'll have a look properly later. Is anyone finding Channel 4's website really slow?

This is true, but how long before it starts to be forgotten?

I can see why people here like these idents. Hell, *I* like some of them, and I like that someone's thought outside the box for change. But let me introduce my chocolate cake analogy. We all like chocolate cake, but it doesn't do us any good. Likewise, we may like these idents (or some of them, at least), but are they serving their true purpose?

I do apologise for being a sourpuss. Perhaps I need to be eating more chocolate cake?

I've seen the breakbumpers, ECP and one trailer so far and think they look great. A very good adaptation of a strong brand identity.

As for the actual idents - what a load of c*@p. A "4" forming from roadwork signs or electricity pylons may be "clever" in an arty sort of way - but 99% of the UK population either won't see the "4" or won't understand it in the same way they don't see anything in a pile of "Old Bricks", someone's "Unwashed Bed Linen" or a "Tent with Names".

Obviously a Designer has done a good sales pitch and managed to get the C4 Board to actually buy this drivel on the basis that one day it might appear in the Tate ! Most people will just identify C4 with a shaky homevideo of some roadworks, or of some pylons through a car window - no brand recognition there at all.

What a wasted opportunity C4 when you have done so well with the rest of the makeover!!!!! I hate it already!

It would all work so much better if the 4 remained formed but the fact there's not even the slightest pause at the point where the logo comes together means it's hard to see a logo in any of it. Not really sure it does much for brand recognition when you can hardly see the brand at all.

I've also noticed that the ident seems to stay on screen after the announcement has been made, I wonder if this is just poor timing or if it's intentional.

which is why Skateboard is the best BBC1 ident. If they all followed it's lead they'd be much better. The Christmas ones also move around and have new angles so they are more effective.

I've seen bits of C4 today, digibox is broke again on the 64QAM muxes so I'll have to have a watch on analogue at some later point. Sadly I'm too engrossed in Disney DVDs for the moment to actually care.

But the idents will be on hundreds of times a week, they will be recognised.

The very quick form-up of the logo is a clever idea - it's the sort of thing that more casual viewers won't spot for a while and then will suddenly 'get it'

Edit: although I've just noticed that there is a chage of audio when the logo is resolved - a car horn on the motorway version, a bird call on pylon



Probably intentional to show off their new idents

Yeah, I just noticed that aswell. Probably the fact that nobody picked up on it at first shows that it's not quite obvious enough.

I quite like it, it's certainly different. The more I see it the more I like it!

I've uploaded some bits and pieces for people who haven't seen it already. Click here. No video from me yet, just loads and loads of images. There are around 30 images online, over 30 more still to come plus a few wallpapers.