Film4 launches new on-air identity

Channel 4’s Film4 is launching a new on-air identity, with idents that reference the film strip and pay homage to moments of cinematic history.

The new identity has been developed by 4Creative working with ManvsMachine and is the first update to Film4’s on-air identity since the channel become free-to-air in 2006.

Sixteen new idents have been shot across five different locations, including woods, a hotel corridor and a gas station.

The scenes stack together to create a ‘moving film strip’ effect. This meant that the camera had to be passed through the ceiling and floor of the different scenes. For external scenes this meant digging holes in the ground, while all internal scenes (with the exception of the stairs) were built as sets and mounted on decking.

Channel 4 says the new idents reference classic film scenes, ‘while including more cover references for the more discerning film fan.’

Channel 4 group marketing manager Laura Ward says, ‘Our updated look welcomes all film fans, whether spotting hidden references in the new idents, or simply enjoying having the scene set before watching a great film.’

The project was led by Daniel Chase, 4Creative’s head of on-air promotions, while the idents were conceived, designed and directed by ManvsMachine. The consultancy has previously worked on branding projects for Channel 4’s 4seven and More4 channels.

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