“We went back to the start, we went back to the iconic Lambie-Nairn 4 … and we broke it apart. It was incredibly liberating.”
Channel 4 has launched a refresh of its branding, centred around a bold new take on its classic logo. Featuring idents from Jonathan Glazer and two new fonts from Neville Brody, the new look is dynamic, playful and at times a little bit bonkers…
The concept behind the channel’s use of type in the new identity is a little more straightforward, though the blocks remain central to this too. Designed by Neville Brody, there are now two fonts, Chadwick and Horseferry, named after the streets that Channel 4 sits on. Chadwick serves as an information font, while Horseferry is the headline font. “Horseferry is built out of Chadwick and in it you can find all the little blocks. They’re all buried within it,” says Alice Tonge, creative director at 4Creative.
“It’s got loads of character – it’s occasionally spiky, sometimes smooth, sometimes goes against the grain, doesn’t always follow type rules. Full of personality, and only something that Channel 4 could own. That was the big thing – to create something that when you look at it, you know it’s Channel 4.”
The new font will be used on air and across all of the channel’s off-air advertising, where it will appear alongside the new, slimmer 4 logo. “Off air is the only place you’ll see the fully formed 4,” says Tonge. “It’s really different from the current 3D graphic – it’s going back to the original 3D tactile blocks. It’s been on a bit of a diet – adding a bit more space around the blocks draws your attention to the blocks themselves.”