More 4 rebrand unveiled

Tue, 24 Jan 2012 | By Tom Banks

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

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.

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.

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.

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

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.

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