S4C New logo

Here are some caps of the idents which appear to focus on people's lives.











Videos here with more to come.

They really should have just added the flame and have done with it.

W1A


It's sad to see S4C go the 'plain' route especially seeing how creative the 2007 package was.

Had a quick look on The Ident Gallery last night (thanks, as ever!) and whilst there's nothing technically wrong with them (pacing is a little on the slow side) they're creatively charmless.

Budget constraints taken into account, they've been filmed very competently and the two elemental idents (the water and spark ones) look pretty but that's about it - there's nothing going on underneath that top layer to really capture your attention or make a statement. And some of them are just plain depressing.

It's a shame the core idea or at least the spirit of the last set couldn't have continued with some new ideas, reduced budget considered. In some aspects, it's as if they have taken the (intentionally) worst parts of the last look, the grim, lifeless settings, and forgot to add the enlivening elements.

How inexplicably random, launching a new look on a Thursday of all days.

If it happened to also be, say, the 1st of a month of something (or coinciding with something like St David's Day, or the start of the National Eisteddfod, etc) then that would make some sense.

As it is, the revamp date is utterly random.

Heart-racing stuff there.

What a depressing set of idents. Completely agree with Jonny above - they are filmed well but the soundtrack and slow pace just makes them completely uninspiring and they do nothing to make you want to watch S4C. The set they replace may have been nothing compared to the classic dragon idents, but at least they had a bit of fun with them.

The logo looks poor in text form too - a bit better in the slanted box, however big the DOG. It's always annoying too when a new logo comes a few months after a news rebrand and they just end up slapping the logo on top and hoping they get away with it.

S4C sent out press release about their relaunched website on Thursday. The fact that they also changed their logo and idents is only mentioned in passing, they apparently didn't feel it was that important.

http://www.s4c.co.uk/e_press_level2.shtml?id=912

So boring. The logo is an even more simple version of the old ITV logo and the idents are so dull. The old presentation was so good IMO, one of my favourites, but this is really bad. My opinion has rapidly changed since I saw the log, I thought they could if done something different from it, but the idents are really gloomy and the DOG is too big.

Aww bless.

S4C have been criticised in the past for their lack of digital innovation although it was never about their main website, more about on-demand service, availability of programming on other services. Some production companies were slow to look at support programmes with websites and apps but they've caught up fast.

So it seems to that they wanted to emphasise their website redesign, even though it's evolutionary not revolutionary. They've used the same technology for 15 years, which is fine, and are just re-skinning it. There is a bigger redesign for Clic but there is no real innovation in the actual service. (I don't think adding social media links count).

The re-branding was done by Sugar Creative and from their website it sounds like they handed over to S4C's internal team for applying to the website, as well as production of the idents. That might explain the lack of creative vision there.

Seems to me that some new brooms at S4C have decided the previous look was too weird, and have instead opted for something which is so bland (if well produced) it could actually be the idents for TLC, Really, Lifetime or pretty much any other channel if you were to change the logo.