E4 launches brand new on screen look

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Channel 4 and 4Creative today announce a distinctive new on-air look for E4, the entertainment channel’s first refresh since 2007.

The new look will launch on Thursday 31st October 2013, coinciding with the return of US smash hit The Big Bang Theory and the debut of brand new comedy drama Drifters.

Devised by E4’s Creative Director, Neil Gorringe, the new branding reaffirms the channel’s British roots with a humour and irreverence that viewers have come to love. It has helped make E4 the most watched and loved digital channel for 16-34 year olds in the UK and with a share of 1.88% the channel is up +2% YoY.

E4’s new on-air packaging, designed and developed by ManvsMachine, takes inspiration from plastic peg display boards, with the channel’s feature purple remaining a distinct marker of the brand.


Meanwhile the new idents, directed by Gorringe, will feature Eefer, the robotic embodiment of the channel’s familiar logo, together with his crash-helmet wearing dog, in five scenes that depict aspects of British life including a greasy spoon café, a caravan park and a student bedsit.

Eefer will communicate with viewers on-screen via a purple placard he carries and off-screen via Facebook, Twitter and Instagram, as well as E4’s YouTube and Spotify channels.

The idents, developed and executed by creative studio MPC, also feature updateable text, image and video elements and, over time, viewers will be able to submit their own photos and suggestions to feature in the idents.

The brand refresh was overseen by Charlie Palmer and Alex Walker-Sage in Channel 4 Marketing and was produced by 4Creative’s Jason Delahunty.

Charlie Palmer, Group Marketing Manager for E4, said: “It was important that we maintained E4’s humour, irreverence and purpleness but with the new branding and Eefer, we wanted to try something truly distinct and invite viewers to engage with us in a way no other channel does.’

Neil Gorringe said "I wanted to keep the logo in our idents, and bringing it to life as a robot with E4's personality felt like it offered us loads of possibilities across the board. And because each ident has updateable elements, it means we can easily change them whenever we feel like it."



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ManvsMachine is an independent branding & motion design agency based in London.

Established in 2007, ManvsMachine is now a multi award winning studio of international

talent creating top level branding and multimedia content for global clients.

ManvsMachine also created the current on-air looks for More 4 and 4 seven.

MPC is a creative studio.

They craft spectacular visual experiences in any space, on any screen.

They have been one of the global leaders in VFX for over 25 years, with industry-leading facilities in London, Vancouver, Los Angeles, New York, Montreal, Amsterdam and Bangalore.

Renowned for adding visual wonder and creative expertise to the advertising, film and entertainment industries, some of their most famous projects include blockbuster movies such as the “Harry Potter” franchise, “Pirates of the Caribbean: On Stranger Tides,” “Prometheus” and “Life of Pi,” and famous advertising campaigns for brands such as Samsung, Cadbury, Sony, Coca Cola and John Lewis.

Their broad range of skill-sets provide a multitude of creative solutions, including concept design, pre-viz, shoot supervision, 2D compositing, 3D/CG effects, animation, motion design, software development, digital and experiential production, colour grading for advertising and any combination of these services.

MPC is the sum of the parts: creative partners and a range of creative solutions harnessed through a dedication to collaboration. It all comes together through enthusiastic and talented people, working every day to be a part of creating some of the best and most inspirational work in the industry.

4Creative is Channel 4’s multi-award winning creative agency and was recently named Campaign Big Award’s Multimedia agency of the year as well as Creative Review’s Ad Agency of the Year.

Headed up by Chris Bovill and John Allison, 4Creative acts as both creative agency and production company across all advertising output for Channel 4 and its family of brands.

In 2012, 4Creative were responsible for the multi-award winning Paralympics campaign ‘Meet the Superhumans’. The 90 second film celebrated the herculean efforts of Paralympians, capturing their grit and determination intercut with an insight into their back-stories – set to the epic Public Enemy track, ‘Harder Than You Think’. The film received widespread acclaim and has earned 4Creative multiple awards including the UK’s only Grand Prix at the 2013 Lions, a Black Pencil and four Yellow Pencils at the D&AD Awards, multiple Gold Awards at Creative Circle and British Arrows where the ad was awarded ‘commercial of the year’, a Grand Prix at the Marketing Society Awards (jointly with Sainsbury’s); it was Campaign magazine’s Campaign of the Year in 2012 and was also voted one of TED’s Ads Worth Spreading.

Following this, 4Creative were behind the thrilling, critically acclaimed ad campaign for The Grand National, broadcast on Channel 4 for the first time this year. The film, which saw Liverpool city take the place of Aintree’s race course, won a Bronze Lion at Cannes 2013. The team were also behind the highly praised marketing campaign for Channel 4’s Mating Season which explored dating through the eyes of a recently bereaved Galapagos Tortoise named Arthur. A series of trails followed Arthur on his emotional journey to find love in the 21st century and through his eyes, viewers experienced just how complex the dating landscape has become.

This summer 4creative brought back the spirit of the London 2012 Paralympic Games with a campaign that saw the return of the ‘Superhumans’ for the Sainsbury’s Anniversary Games – and most recently handed over the design of the Educating Yorkshire marketing campaign to the students of Thornhill Community Academy, the stars of the series, to inspire the next generation of advertising creative talent.

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