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Channel 4 relaunches All 4 with a new visual identity, new iOS app and a trial ad-free service

Category: News Release

Channel 4 today relaunched its Video-on-Demand (VoD) service, All 4, with a fresh new visual identity, a new iOS app and an invitation for selected registered users to trial All 4 +, a paid-for upgrade which runs programmes without ads in commissioned content.

The visual identity rebrand, developed by Channel 4's in house agency 4creative and branding agency DixonBaxi includes a new All 4 logo – a 2D version of the classic Channel 4 logo featuring a streaming bar at its core. The streaming bar plays a central role in the rest of the branding and acts as a reminder of the endless content available on All 4. The rebrand will be rolled out across the whole of All 4 including promotional trails, social media and VoD across mobile, big screen and desktop.

Alice Tonge, Head of 4creative said: "Our aim was to develop a more refined approach to branding for All 4, reflecting the improved product, which has become easier to navigate. The new All 4 branding is purposefully minimal, confident and sophisticated, providing us with a flexible toolkit that will bring freshness and energy to All 4.  It is the final piece of the bigger portfolio rebrand that happened at the end of last year as part of the strategy to align all our brands around the master brand."

The new iOS app has been completely rebuilt to be faster and more reliable, more intuitive and more engaging. It also brings improved functionality, including better download capability, the ability to start programmes again when watching live and to stream audio described content on iOS for the first time. In further iterations new functionality and new ways to discover shows will be added. The visual design will also continue to evolve over time to reflect the new brand identity.

All 4 + was launched as a small-scale test in late 2018 and is now being taken to the next stage. More registered users will be invited to trial paying to watch commissioned content without ads and the results will inform decisions about extending this service over the coming months.

Richard Davidson-Houston, Head of All 4, said: “We’re innovating on all fronts. The classy new visual identity will help Channel 4 to stay front of mind in Video-on-Demand and the scaling-up of the All 4 + trial shows that we're getting serious about a paid upgrade to the free service. 

“All 4 continues to grow faster than the market with its unique mix of live TV, catch up TV, box sets and our new content partners - such as Vice, Walter Presents and Adult Swim - give people even more reasons to choose All 4.”

2018 was the most successful year for All 4 since it launched in 2006, with views up 25 per cent year on year. Walter Presents also had its best year ever on All 4, surpassing 27 million views thanks to hits such as 13 Commandments and Killer By The Lake.

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All 4 rebrand production credits


ECD: Alice Tonge

Creative Director, All4: Landy Slattery

Design Director: Tim Fellowes

Designers: Patrick Carroll, Brendon O’Dwyer, Ollie Booth

Head of Production: Clare Brown

Senior Producer: Louise Oliver

Group Business Director: Matt Berry

Channel 4 Marketing

Head of Marketing: James Walker

Group Marketing Manager: Grace Ayres


Creative Director - Dan Capstick

Creative Lead - Harry Ead

Producer - Haydn Clarke

Graphic Designer – Karun Agimal

Motion Designer - Iain Acton

About Channel 4

Channel 4 is a publicly-owned yet commercially-funded public service broadcaster and has a remit to be innovative, experimental and distinctive. Its public ownership and not-for-profit status ensure all profit generated by its commercial activity is directly reinvested back into the delivery of its public service remit. As a publisher-broadcaster, Channel 4 is also required to commission UK content from the independent production sector and currently works with around 300 creative companies across the UK every year. In addition to the main Channel 4 service, its portfolio includes: E4, More4, Film4, 4Music, 4seven, and digital service All 4.

About 4Creative
4Creative is Channel 4’s multi-award winning creative agency. Headed up by Alice Tonge, 4Creative acts as both creative agency and production company across all advertising and branding output for Channel 4 and its family of brands. In 2017, they won their fifth D&AD black pencil for Channel 4’s Paralympics campaign ‘We’re The Superhumans’, which was ranked in the top 10 of 2017’s Gunn 100, the global index of creative excellence.

About All 4

All 4 is Channel 4’s award-winning free on demand channel. All 4 is home to exclusive shows, including Walter Presents, Vice and Adult Swim; hundreds of box sets of iconic Channel 4 series as well as live streams and catch up from all of Channel 4’s broadcast channels.

All 4 is available on more than twenty platforms including, mobile and tablet (iOS, Android, Windows Phone), games console (Xbox, PlayStation) and big screen (YouView, FreeSat, Freeview Play, Samsung, Amazon Fire TV, Now TV, Google Chromecast and Apple TV). It is also available via third-party providers, such as Sky and Virgin Media.

All 4 has 18 million registered users, including almost two thirds of all 16-34 year olds in the UK.