Our idents reflect our brand positioning of ‘Altogether Different’. Working with 17 diverse artists, we created a striking portrait of modern Britain, where 25 wholly different and distinct worlds exist harmoniously together in an infinite loop, with our iconic logo central to the action. Purposefully contrasting live action, animation, CG and many visual elements, the idents were combined for this launch film and accompanied by a specially commissioned voiceover by a British writer. The script is an integral part of the film, creating a narrative spine that prompts us to see the visuals in different, surprising and emotional ways.

Channel 4 is the UK’s alternative public service broadcaster. As a not-for-profit organisation owned by the public, Channel 4 exists to challenge the status quo, champion unheard voices and take bold creative risks.

Channel 4’s brand line ‘Altogether Different’, reflects the broadcaster's point of view that difference is not the divisive force today’s culture wars have led us to believe. Channel 4 believes difference is a good thing – ultimately a uniting force that sparks debate and creates progress – and that even the most contrasting ideas and opinions can exist side by side.

This whole piece is distinctly and intentionally British, both nostalgic and modern. The worlds depicted reflect imagery deeply familiar in British culture, such as an urban fox in a disused public telephone box, a school leaving day where all the excited leavers sign each other’s shirts, or a frozen tableau of revellers at the end of a classic British high street saturday night out. They also portray less mainstream parts of our culture, such as a ceremony for the UK’s smallest registered religion, Zoroastrianism, or a spiritual gathering in an ancient forest.

The words that accompany the piece are equally as specific to British culture, from calling out anything from old football rivalries “Blackburn, Burnley”, to famous news anchors “Guru-Murthy”, as well as turns of phrase you might find on seaside souvenirs “I’d rather be beside the sea” or the initials of our four countries “the N-I-R, E-N-G, W-A-L, S-C-O-T” (Northern Island, England, Wales, Scotland).

The film is a visual representation of Altogether Different. Set within an infinite loop,the iconic 4 logo sits centrally and endlessly turns into itself, presenting a new scene or world around it with each revolution. It is almost entirely the case that two contrasting scenes are on screen at any one time. Each of these different and distinct worlds link seamlessly together to become a tapestry of modern Britain – from the brutal, crashing waves of the North Sea, to an urban fox in a disused telephone box; from Saturday night revellers frozen in time, to a riot in the streets with the 4 logo ablaze. Reflecting the themes of Identity, the Land, System, Release and Love and employing live action, animation and full CG, and contrasting many elements (scale, tone, colour, light etc), the result is a hugely ambitious visualisation of Channel 4’s brand platform, ‘Altogether Different’.

Channel 4 is the U.K’s alternative public service broadcaster. In an ever-expanding world of broadcasters and streamers, our brand love and recognition is critical. This had declined in recent years as our on-screen branding consisted of a deconstructed version of our logo, and didn’t align with our current brand positioning of ‘Altogether Different’.

We embarked on a major rebrand, pulling together our linear and streaming offering under one Channel 4 masterbrand. Within this, our idents are the jewel in our brand crown, seen 40+ times a year by 80% of the UK population.

We were therefore tasked with creating new idents for the TV channel (and its online service), that put the iconic ‘4’ back at the heart of the visuals and connected it to the spirit of ‘Altogether Different’ – a positioning that celebrates the diverse, inclusive, and alternative nature of the U.K.

Once a man, twice a boy

in this life you'll be.

I used to look up to my dad

now he looks up to me.

Roberto Baggio. Golaço!

Cross my heart and dash the key.

Durdle door.

Channel four.

We’re all mates from here on in.

We're Deansgate. Queensgate. Dundee cake.

The village fete.

Scratch the pattern off the plate

and everything in between.

A right mixed bag. A bag of pipes.

Stalactites and stalagmites.

A 10kg bag of rice, a cup of sugar,

teaspoon of spice.

For this is the island life.

Downing Street, sinking pints.

We’re Guru-Murthy. Blackburn Burnley.

The world is yours,

your one and only. Get to know me.

Don't disown me.

This fly tippin’ Great Britain, pot-holed

United Kingdom.

Welcome to the WAL, the ENG,

the NIR, SCOT.

I'd rather be beside the sea.

Beside you, beside me.

For life is one long train track.

You're going to go through tunnels.

It will go black.

But I pray you make it out the other side,

because I'm not ready to say goodbye.

Please text back, you’re the love of my life.

A red kite above the M65.

For it’s a power shower.

Booze cruise.

Wouldn't last a second in your shoes.

Tomorrow's headlines.

Yesterday's news.

Out with the old. In with the youth.

For life is not a dress rehearsal

and your story will not write itself.

Take it from your mind

onto a shelf.

Into a school, into a home.

Faces illuminated by mobile phones.

Wait a second.

Open your mind.

Your worst enemy might be your best friend

in disguise.

Red sky.

Shepherd's pie.

A Renaissance painting

at the end of the night.

For tracksuits

are the new three-piece suits, three piece

suites are the new front row seats.

Most pleasures in life

are measures of release.

Only love can set you free.

Orkney endorphins under clean sheets.

For this is the land in where we live.

Where the sex is almost as good as the kiss

and the reward far outweighs the risk.

And if you never shoot.

You'll never miss.

For don't fear the future

or be afraid to fail.

You're the only one of you.

Fly free, set sail.

Because we're going, going, gone.

Life is precious.

Not here for long.

Life is bumpy, beautiful and treacherous.

Your dreams will shatter

when you least expect it.

But everything is possible

because you are here.

Life is infinitely better with you in it.