After winning a competitive pitch, Channel 4 commissioned ManvsMachine to create a new brand identity and on-air look for More4. The package aligns with a re-focused range of content on the channel. 4Creative worked with them to produce a striking new creative identity for the evolving More4.
The More4 re-brand is centered around a bold new flexible logo, created from multiple triangles that flip, fold, attract and repel each other into position. The re-brand extends to a whole new on-screen look, that includes five truly stunning new video segments.
The series of segments 4Creative have produced feature real world installations, inspired by the new logo and the triangular shapes used to construct it.
Working in collaboration with pioneers in art installation design, Jason Bruges Studio, and students from Middlesex University, 400 moving flipper units were designed and built, based on the elements of the More4 logo.
The 400 mechanical units were transported from the studio to real environments, filmed at various locations including a windswept Dungeness beach, and a very damp Victoria Park, to create a family of unique live action idents that see the brand breaking out into the real world.
To add the final touch, 4Creative commissioned Guy Connelly from hotly tipped band Clock Opera to compose music that gave the idents and the channel a new warm and appealing tone.
The channel re-brand marks the introduction of an even clearer programming proposition, with a schedule more fully focused on life enhancing popular factual and features shows, in addition to quality US acquisitions.
The logo, idents, and on screen presentation of the channel have been refreshed to communicate a warm, approachable feel that reflects the channel content.
4Creative’s Chris Wood, Head of on-air promotions, More4 said:
“It was a big challenge to re-brand a channel with such a strong existing look, so a bold departure was definitely necessary. The new logo is quite a statement so we kept the on air look very clean around it. It also meant that by breaking out some of the logo elements, we could create idents that signified a channel rather than physically forming a logo.
From Grand Designs, to River Cottage – a lot of More4′s programming is about making things; so we in turn wanted to physically build these idents, construct them and film them in real locations, rather than computer generating all the magic in post-production. I think the flipper installations we eventually came up with subtly reinforce the new look but offer a satisfying spontaneity which, I hope, will make them continually watchable.”
Live-action idents see the brand break out into the real world in the form of mechanical ‘flippers’. The installations inhabit environments from a domestic staircase to an abandoned fishing boat in Dungeness. To achieve this ManvsMachine teamed up with installation design pioneers, Jason Bruges Studio, to help design and build a flexible system consisting of over 400 individual flipper units.
- -Man Vs. Machine Case Study
Check out the amazing video and keep in mind that no Computer Graphic work was used in the making of them. The outcome is simply breathtaking and the flipping effect is extremely effective.
Video and credits below.
Also check out the making of…
Creative Director: Tom Tagholm
Head of On air, More4: Chris Wood
Design & Creative: ManvsMachine/4Creative
Director: Mike Alderson/Tim Swift/Chris Wood
Producer: Louise Oliver
DOP: Daniel Trapp
Production Design: Jason Bruges Studio
Design Co-coordinator: James Greenfield
Editor: Jamie Foord
Post Producer: Pete Winslett & Sarah Antrobus (Envy Post)
VFX: Marcus D. Dryden
Composer: Guy Connelly
Music: commissioned by Alice Godfrey at Channel 4, Pete Beck at Warner Chappell
Sound Design: Rich Martin (Envy Post)