Channel Idents: Channel 4

Channel idents are created for the purpose of the channel attracting an audience. They work by branding the channel with a certain identity that is exclusive to that channel so it can stand out from all the others. Although short, idents create a sense for the viewers of the type of things that the channel may broadcast or the values the channel embodies. They show these factors by using colour, sound and objects that may represent a value of the channel.

I have researched Channel 4 idents especially those broadcast more recently due to a major rebranding scheme put together on Tuesday the 29^th September 2015. Here, they shaped a brand new look and feel for their channel solely using carefully planned idents.

As well as this Channel 4 also decided to go for a different approach on their logo inn the idents, Channel 4 achieved this with the help of Academy films.

One may be perplexed as to why, in the new idents for 2015 that scenes (to name a few) show frames of growing pink crystals in a river and monkeys running across a barren desert land. As I look further I began to realise that the sharply cut crystals are a recurring theme in many of the idents showing the crystals as being the blocks that built up the Channel 4 logo before. It almost tells the story of the origin of Channel 4 and, for example on the ident with the scientists searching for the crystals in the rocks, how it makes a difference in the world around them. In addition this sense of curiosity that these idents bring to the audience gives an idea of what the channel is all about. The Channel values are focussed on throughout the idents that show innovation, originality and the courage to take creative risks. It is that courage that allowed Channel 4 to successfully renovate a brand that has more or less been in its original form for more than ten years.

The head of marketing at channel 4, James Walker commented: “Channel 4’s main channel identity has been running for ten years and has been hugely successful. This ground breaking brand refresh pushes it forward once more, reflecting our public service remit to be diverse, challenging and innovative.”