Channel 4 1996 – 1999 Branding

In the 1990s where 3-D logos are out and ‘organic’ logos are in, Channel 4 updated its image with a new circle theme. The four circle “connections” design along with its “slice of life” scenarios are the most substantial change to the network’s image since its inception in 1982, with the original animated 3D coloured blocks. Work began as a joint project between Tomato and C4’s in-house design team. the two went their separate ways in the summer, when C4 decided against the work Tomato presented. Tomato was reported to be “angry” with the decision. Cost is not thought to have been a factor in Channel 4’s decision to take Tomato off the project – the broadcaster’s head of presentation Steve White says the decision to follow through with the in-house designers’ implementation was taken on preference for their work. But a spokesman proudly states that the project was carried out “without any of the massive expenditure that has surrounded some other recent controversial logo changes in broadcasting and other industries. And those with even a passing familiarity with identity understand that generally you get your money’s worth. C4’s creative director states that the design needed to be “Fluid and organic… it needs to embody a sense of evolution with wich the audience can share.” Electric Image managing director, Paul Docherty acknowledged that these were “difficult concepts to interpret, but David has some ideas for a subtle optical burnout effect that we could produce through the Inferno.” Ironically this was the first Electric Image job that did not have a 3D element.Stewart Butterfield, Channel 4’s director of advertising, marketing and sales, adds: “Our new look is not about a logo. We’re making a characteristically bold leap beyond the fixation with animated logos, which are beginning to look rather dated. Viewers need to recognise swiftly which channel they are on, but that can be done effectively without dominating the whole screen with a logo.

The new look appeared on 11th October 1996. with over 100 scenarios being filmed, with finalisation work by Electric Image’s Inferno operator David Frearson.

A selection idents using every day people.

The follow featured celebrities from Channel 4 programmes.

On 12th October 1998 Channel 4 introduced the one circle concept which ended with numerous pics appearing on screen in square boxes, However the concept was quickly dropped within a week.

The concept was quickly revised and by 26th October 1998 a more simpler concept was used. All the original idents featuring people were withdrawn around this time, leaving just the original location based ones, to work along side these new idents.

Channel 4 In-Vision Continuity

Channel 4 Special Idents

A special set of idents as Channel 4 turns 15

Channel 4 had a number of special seasons

Channel 4 Programme Promotions

Channel 4 Holding Slides

Channel 4 Miscellaneous Items