DBLG has created a new look for Channel 4, the first brand overhaul for the broadcaster in 10 years. The studio worked closely with design creative Steven Qua to win a competitive pitch to create the innovative concept behind the new identity.
In a bold new move, their core concept was to strip the channel of it's iconic logo and find hundreds of unconventional ways to introduce and animate the famous Lambie Nairn blocks. They designed a system that is playful, surprising, ever changing and above all colourful.
The team also created a number of programs specific idents one of which alludes to the Simpsons, featuring deconstructed yellow blocks brought to life with Barts eyes to reflect the look and character of the much-loved show.
Another new direction was to bring back a channel clock before the News. These abstract deconstructed clocks use hundreds of logo pieces that tumble and roll around the screen until the time becomes visible. This will play out before the Channel 4 news at midday and 7pm.
"Its 10 years since the last rebrand and in that time the landscape and fabric of television has completely changed," commented Grant Gilbert, the founder and creative director of DBLG. "We don't just watch TV on our TV's anymore and we don't need the brand logo constantly shoved in your face or told what channel you're watching. The EPG (electronic programme guild) tells us where were are, whats on next and even who's in the show and when it was made... So our answer to this brief was... this tv channel no longer needs a logo! No longer do we need to badge, label tag or stamp. We wanted to embrace chaos and break with the common day structure of TV identity."