The new channel features the best programmes from the last seven days of Channel 4, with a remit to focus on the role of social media in television.
Working with the 4seven logo, which was created by Magpie Studio, Man vs Machine has developed a series of idents and off-screen guidelines based around a ‘corner wrap’ approach.
Man vs Machine founder Mike Alderson says this allows the branding to show the ‘signature’ main Channel 4 identity, before turning to display the 4seven identity.
The idents and branding take the viewer from left to right. Man vs Machine says, ‘This corner approach creates a visual signature style akin to the Channel 4 “coming together” of the logo.’
The ‘4’ in the 4seven brand is a flat vinyl, while the ‘seven’ part is rendered in 3D.
Man vs Machine has also developed a system in which the idents get lighter or darker to reflect the time of day. They start at their brightest at midday, before gradually progressing through seven darker tones.
The consultancy was appointed to the work earlier this year following a pitch, according to Alderson.
Man vs Machine previously worked on the branding and on-screen identity for Channel 4 channel More4.