Welsh broadcaster S4C launched its new idents yesterday evening, revealing that the design has deliberately avoided using Welsh icons.
Speaking about the look and feel of the ten new sequences, S4C creative consultant Dylan Griffith says, ‘While the identity and tone of voice are inherently Welsh, we avoided traditional Welsh icons in order to reflect the broad appeal of S4C’s programmes’.
Proud Creative, which was appointed as creative lead on the project in a paid pitch last year, put together a flexible team of specialists for the launch in a bid to give the work a bit of edge. The team has been retained by the broadcaster for further work on and off air.
The first six sequences are being aired over the next few months. All ten can be seen at the S4C site: www.s4c.co.uk/e_brand_idents.shtml