Channel 4 has unveiled a new series of idents that will introduce programmes on the channel from Wednesday evening.
The broadcaster’s new idents see the ‘4’ reimagined as a traveller which acts as a companion for viewers through limitless worlds of content. The iconic Channel 4 logo is the central axis of each film as the camera continually loops through the logo itself to show “thought-provoking and dramatic scenes that form a part of Channel 4’s ‘Altogether Different’ reflection of the UK”.
Created in-house by 4creative, the five new idents feature scenes including: an urban fox taking refuge in a decaying telephone box; a group of teenagers on the last day of school; a frozen moment of a Friday night and a celebration of Zoroastrian New Year.
The 25 looping scenes create a tapestry of modern British society today as seen through the eyes of a diverse group of 17 independent creatives, artists, and filmmakers.
▶ WATCH: The new Channel 4 idents
Filmed across four studio days as well as four days on location in Glasgow and the surrounding area, Channel 4’s idents aim to represent the broadcaster’s values and public service remit to take creative risks, inspire change, champion unheard voices, and celebrate the diversity of the UK.
4creative worked in collaboration with Art Practice and Love Song to produce the idents.
A brief history of Channel 4 idents…
- Channel 4’s first set of idents from the 1980s featured animated coloured blocks making up the 4 logo, accompanied by the sound of ‘Fourscore’, composed by David Dundas. This was dropped in the 1990s and replaced by a set of idents featuring four circles, then followed by a series of idents featuring the 4 in a square.
- In the 00s, Channel 4 launched a series of long-running idents where different objects formed the 4 logo when viewed from a particular angle (Pylons, pictured above).
- A series of abstract idents followed, before Channel 4 settled on a giant. The giant was seen in locations including New Brighton’s sea front or walking up to Mam Tor, Derbyshire.
Speaking about the latest idents, Zaid Al-Qassab, Chief Marketing Officer at Channel 4 commented:
“Our idents reach 50 million people in the UK every month, so we wanted to represent all of us, the rich diversity of our nation, our communities, and our passions. This is not only a representation of Channel 4, this is the most viewed piece of public art in the UK, that will be seen for many years to come, so it was important to us that it spoke to everyone. Whoever you are, we hope you will find something that speaks to your heart.”
- The new films are set to launch on Channel 4 on Wednesday 14th June at 18:55 between Hollyoaks and Channel 4 News with a one-off film containing all five idents looped together, accompanied by the specially commissioned words of British writer John Joseph Holt.
Marc Thornham
[Image credits: Channel 4]