Welsh TV channel S4C has a new print identity designed by Tutssels to replace Peter
Leonard Associates’ 1990 graphics.
The London group was approached by S4C to work on the identity in tandem with its sister firm Lambie-Nairn and Company, which has been redesigning on-screen graphics.
‘The client wanted an identity which strongly reflected its Welsh heritage and culture,’ says Tutssels director Jan Casey. The logo includes a flame adapted from the dragon – Wales’ national emblem – and the new colour is red, which easily functions in black and white. ‘This is important as it is cheap to reproduce. The old logo was not,’ adds Casey.