More 4 rebrand unveiled

Tue, 24 Jan 2012 | By Tom Banks

Man Vs Machine has rebranded Channel 4’s digital channel More 4, working with the channel’s in-house design team 4Creative and Jason Bruges Studio.

Identity

Design Week reported on the rebrand project last November, and the work goes live this week.

Identity movement

Man Vs Machine says the project was prompted by a change in programming to make the channel more lifestyle-focused. The consultancy was appointed to the work following a pitch last autumn.

Still from ident

Man Vs Machine founder Mike Alderson says, ‘We’ve used 15 triangles to make up the new brand. It comes to life by inhabiting real world spaces.’ In idents, these include Dungeness beach in Kent and Victoria Park, London.

Still from ident

Alderson says the brand’s appeal comes from it being ‘satisfying’ rather then being ‘all singing and all dancing’. He says this brings ‘an honesty’ to the on-screen idents.

Still from ident

Man vs Machine turned to Jason Bruges Studio, tasking it with animating the triangular shapes in the channel idents.

Still from ident

Alderson says, ‘Jason Bruges had to make 400 units, but it couldn’t be a flip-clock mechanism because gravity alone wouldn’t work in the locations we had chosen.’ Bruges’ solution is based on a tension device.