Designed to be buildable and perpetually ‘unfinished’, the new logo can evolve as “new team members add their bespoke 4C into the mix”, says 4Creative producer Jazz Stradling. Alongside this idea of a large scale collaboration, it was rmportant that each design was done with a humorous, sideways approach: “4Creative isn’t one thing, and it never has been. It’s rowdy, collaborative, unpredictable and proudly Channel 4. We needed an identity that actually reflects that. Something built from our people and our work, that can keep evolving as we do,” executive creative director at 4Creative, David Wigglesworth tells us.
The wider visual system is equally as fun – to punctuate the quite straight cut typography in the design system, the agency delved into its archive and handpicked hilarious icons from decades of Channel 4’s most famous shows, creating a fun puzzle of their creative work over the years in which words and letters are represented by emoji and meme-like cut outs that viewers can decode. This gave the agency a way of talking about themselves “without falling into the trap of agency jargon or insincere irreverence,” says Rob. The icons include, but are not limited to: rubber ducks, rainbows, eyeballs, underwear and the face of none other than Claudia Winkleman. “It’s an identity built from our own work,” Rob says. “Isolated from the original context of the campaigns, these elements can now be appreciated for their craft and character.”
The identity has come along with a site redesign and a new look for the agency’s social campaigns – all in the spirit of celebrating its creative legacy. The new site houses “4Creative’s extensive archive and spotlights our people and culture,” ends Sarah Jones, senior designer at 4Creative. “Together, the platform and identity position the agency firmly within the global creative landscape, highlighting both our heritage and forward-looking approach.”