British television broadcaster Channel 4 has revealed its new ‘All 4’ brand identity following chief executive David Abraham’s keynote address to the IBC Conference in Amsterdam where he announced the new digital service.

From 2015 4oD will evolve to become All 4 – a single online destination which will present all of Channel 4’s channels, digital content and services in one place, for the first time.

The All 4 brand identity aims to bring together all the components of Channel 4’s family of services in one place. Reflecting Channel 4’s history of having been born out of a single channel, the broadcaster says the new All 4 logo design is “derived from the iconic Lambie-Nairn Channel 4 logo”.

In parallels with its original multi-coloured design which is said to have used colour to represent different communities and voices coming together – the new All 4 identity uses colours to represent each of Channel 4’s different brands.

As the viewer navigates through All 4 on digital platforms, the logo will respond to highlight each channel brand based on where the viewer is within All 4. For example, when a viewer is watching an E4 show, they will see the purple E4 block of the logo transform into a pre-roll ident.

The static logo was created in a collaboration between Magpie, We Are Seventeen and Channel 4’s in-house creative agency 4Creative – and the overall brand identity was designed by 4Creative and We Are Seventeen.

Dan Brooke, chief marketing and communications officer at Channel 4 said: “It’s an important moment in Channel 4’s history as this new identity links our digital future to our creative roots, with the use of the much-loved multi-coloured logo, re-imagined for the multi-media 21st Century.”

Source: Channel 4