In 2005, Rudd Studio played a major role in the rebranding of Channel 4. We made the iconic logo centre-stage again, creating a new static logo, a new on-screen presentation package and a new print look. This is our rework of the logo.
In Summer 2010 we were asked to look again at the Channel's identity. The logo was to remain the hero. We suggested looking at it from different angles. This clip shows some of the 1 second stings we made, incorporating our own photography.
The Channel 4 logo, designed by Martin Lambie-Nairn in 1982, is distinctive and well-known. Just like Picasso's faces and Braque's guitars, the 4 logo is very recognisable and bravely withstands our cubist treatment.
Conceptually, it seemed appropriate for Channel 4 to be looking at things from unusual angles.
We made 6 promo endpage variations. In the 2005 rebrand, our menus, endboards and stings showed a disregard for the shape and structure of the tv frame. We wanted to challenge the need for formal grids even more on this occasion.
The menu system, which we designed in the previous brand update, was doing its job well. We gave it a new in and out, and rotated the composition so that it shared the looseness of the other elements.
We considered how the branding would work in every application, including stationery, billboards, the web, print advertising, signage and uniforms.
Chances are, you'll get a different image in the logo every time you get a comp slip from Channel 4.
Detail from the letterhead.
Example style guide pages.
We worked closely with type designers Fontsmith to develop Channel 4's own typeface. The boxes around type have become a distinctive part of the brand. Fontsmith helped us to develop a guides system which ensures designers make the boxes with the right proportions.
