4Creative have worked with design agency ManvsMachine to produce a striking new creative identity for the evolving More4, which viewers will see on screen from January 23rd.

The More4 re-brand is centred around a bold flexible logo, created from multiple triangles that flip, fold, attract and repel each other into position. The re-brand extends to a whole new on-screen look, that includes five truly stunning new idents.

The series of idents 4Creative have produced feature real world installations, inspired by the new logo and the triangular shapes used to construct it.

Working in collaboration with pioneers in art installation design, Jason Bruges Studio, and students from Middlesex University, 400 moving flipper units were designed and built, based on the elements of the More4 logo.

The 400 mechanical units were transported from the studio to real environments, filmed at various locations including a windswept Dungeness beach, and a very damp Victoria Park, to create a family of unique live action idents that see the brand breaking out into the real world.

To add the final touch, 4Creative commissioned Guy Connelly from hotly tipped band Clock Opera to compose music that gave the idents and the channel a new a warm and appealing tone.

The channel re-brand marks the introduction of an even clearer programming proposition, with a schedule more fully focused on life enhancing popular factual and features shows, in addition to quality US acquisitions.

The logo, idents, and on screen presentation of the channel have been refreshed to communicate a warm, approachable feel that reflects the channel content.

4Creative's Chris Wood, Head of on-air promotions, More4 said:

"It was a big challenge to re-brand a channel with such a strong existing look, so a bold departure was definitely necessary. The new logo is quite a statement so we kept the on air look very clean around it. It also meant that by breaking out some of the logo elements, we could create idents that signified a channel rather than physically forming a logo.

From Grand Designs, to River Cottage - a lot of More4's programming is about making things; so we in turn wanted to physically build these idents, construct them and film them in real locations, rather than computer generating all the magic in post-production. I think the flipper installations we eventually came up with subtly reinforce the new look but offer a satisfying spontaneity which, I hope, will make them continually watchable ."

CREDITS:

Creative Director: Tom Tagholm

Head of On air, More4: Chris Wood

Design & Creative: ManvsMachine/4Creative

Director: Mike Alderson/Tim Swift/Chris Wood

Producer: Louise Oliver

DOP: Daniel Trapp

Production Design: Jason Bruges Studio

Design Co-ordinator: James Greenfield

Editor: Jamie Foord

Post producer: Pete Winslett & Sarah Antrobus (Envy Post)

VFX: Marcus D. Dryden

Composer: Guy Connelly

Music: commissioned by Alice Godfrey at Channel 4, Pete Beck at Warner Chappell

Sound Design: Rich Martin (Envy Post)