The U.K.'s Channel 4 has undergone a rebrand that includes a set of classy, beautifully filmed idents shot by Academy Films' director Jonathan Glazer (Under the Skin, Sexy Beast).
The four films, a compliation of which are seen here, will appear at the beginning and ends of ad breaks. While they somewhat baffling in their subject matter, it seems that's deliberate. They are part of a redesign by 4Creative, the broadcaster's in-house creative agency, and creative agency DBLG, that deconstructs the channel's original "4" logo, designed by Lambie Nairn in the 1980s, into nine "blocks."
These are aimed at representing Channel 4's diverse qualities. Chris Bovill and John Allison, joint heads of 4Creative, explained in a statement: "The blocks are free to demonstrate our remit; to be irreverent, innovative, alternative and challenging ... The idents present the blocks as kryptonite-like. They tell the story of their origin and how they have a powerful impact on the world around them. Just as Channel 4 does. It is a story that we shall build on."
Glazer both wrote and directed the four films, with composer Mica Levi, of Micachu and The Shapes, (Under the Skin) composing the music to the idents. All four have a classy, cinematic feel, with subject ranging from a a dazzlng waterfall to a bizarre dance routine, a mysterious quarry scene and a futuristic sequence that includes a microscopic close-up of an insect.
As part of the rebrand, graphic designer Neville Brody created two exclusive typefaces for Channel 4 named Horseferry (for display) and Chadwick (for information). These can be seen as part of the channel's refreshed on-screen graphics as well as its new off-air branding and poster art direction.