4seven (stylised as 47), Channel 4′s ambitious new channel, has launched. (Well, nearly two weeks ago already, but hey- work has been as busy as ever). The channel, previously codenamed “Project Shuffle”, broadcasts a repeat of shows from the previous day that have created a critical buzz in newspapers, chatter on social media through Twitter and Facebook, and reaction on the overnight log of comments kept by the broadcaster.
Channel 4 explains that it was created in response to its viewers saying that with so much choice they sometimes missed the best programmes, despite having PVRs and access to on-demand services. The launch package was developed by Channel 4′s marketing team and in-house agency 4creative working with ManvsMachine.
The on-screen identity uses a distinctive corner wrap concept across the package. This corner approach creates a visual signature style akin to the Channel4 coming together of the logo, where the viewer is always travelling around a corner from left to right. This holds all the elements together creating a set of idents which result in a logic defying scene, reminiscent of M.C Escher. These idents feature a custom camera technique created by ManvsMachine where regular scenes are given an irregular treatment. It was vital the set retained the Channel4 feeling of everyday locations whilst being very much its own channel.
The graphic elements take the brand into three dimensions with a reactive seven which reflects the amount of ‘buzz’ around programming throughout the day. This is combined with a clever touch of a time intelligent OSP where the channel branding gets darker as the day goes on, all graphics adjust as night sets in and the content changes accordingly.
Logo by Magpie Studios, music by Echolab, VFX/Post by MPC.