More4 has launched a fresh on air look this morning, January 23, 2012.
The More4 re-brand, designed and produced by 4Creative and design agency ManvsMachine, is centred around a bold flexible logo, created from multiple triangles that flip, fold, attract and repel each other into position.
Working in collaboration with pioneers in art installation design, Jason Bruges Studio, and students from Middlesex University, 400 moving flipper units were designed and built, based on the elements of the More4 logo.
The 400 mechanical units were transported to real environments, filmed at various locations including a windswept Dungeness beach, and a very damp Victoria Park.
4Creative’s Chris Wood, Head of on-air promotions, More4 said: “It was a big challenge to re-brand a channel with such a strong existing look, so a bold departure was definitely necessary. The new logo is quite a statement so we kept the on air look very clean around it. It also meant that by breaking out some of the logo elements, we could create idents that signified a channel rather than physically forming a logo.
“From Grand Designs, to River Cottage – a lot of More4′s programming is about making things; so we in turn wanted to physically build these idents, construct them and film them in real locations, rather than computer generating all the magic in post-production. I think the flipper installations we eventually came up with subtly reinforce the new look but offer a satisfying spontaneity which, I hope, will make them continually watchable .”
There are five new idents in total with music composed by Guy Connelly from the band Clock Opera.