Pentagram has created a new masterbrand that brings Channel 4 together. For the first time, all of the channel brands, content and streaming service come together under one roof.
Behavioural principles connect the identity across all platforms. Inbuilt flexibility allows for tonal positioning and individuality, alongside clear attribution back to Channel 4.
The re-establishment of Channel 4’s logo, alongside a singular masterbrand colour, sit at the brand’s heart.
This narrative functions practically across the brand system, forming a core brand principle ‘4 leads’—the basis for lockup and layout frameworks.
The universe that 4 travels through is made up of interconnected and ever-evolving worlds, transforming to contain anything from functional content to elaborate, narrative idents.
Immersive gradients bring the ‘Altogether Different’ nature of the universe to life in a vast, eclectic, and at times delightfully clashy, spectrum.
Viewers are reminded of the wider universe by composition and movement that reveal glimpses into adjoining worlds.
By zooming out even further, the extent of the universe is revealed, showing audiences the breadth of Channel 4’s content.
Motion principles define flexible parameters that govern everything from hero brand moments to the smallest digital interactions.
Designed with practicality at its forefront, consistent typography and layout principles are coupled with playful moments that reveal Channel 4's mischievousness, such as the 4mojis integrated with the brand typefaces.
Pentagram remastered and expanded the Channel 4 Headline typeface to include variable condensed and extended styles for use in show brand creation.
The new Channel 4 masterbrand system boldly showcases must-see shows, films and digital originals, connecting viewers to a prolific brand that has been at the heart of British creativity for four decades.