Channel 4 says it is repositioning More 4 to focus more fully on ‘popular factual and features’ content, with the rebrand set to launch in January 2012.
Mike Alderson, founder of Man Vs Machine, says, ‘Channel 4 is repositioning the channel to make it more lifestyle-focused. We saw an opportunity to create a multi-coloured logo for a UK TV channel.’
The new marque will feature across all platforms as a multi-coloured logo with a fixed colour pattern.
Alderson says, ‘We wanted the identity to be universal and we didn’t want it to come across as too “designer-y”. The current identity, lovely as it is, can come across as a little formal.’
Man vs Machine was appointed to the work following a pitch around four weeks ago, according to Alderson. Having created the identity the consultancy is now working on idents and other brand applications for More 4.