Created by ManvsMachine and Channel 4's in-house agency, 4Creative, the launch of the new More4 ident does not dissappoint in it's creativity and ingenuity. Particularly admirable is the use of collaboration with students from installation designers to bring the concept to life. The branding rolls effortlessly onto multiple installation applications creating an incredibly strong identity.
'While the new graphic device is clearly an attempt to use
something that has a bit more activity to it, the sense of movement is
translated in a series of live action idents designed and directed by
ManvsMachine in collaboration with art installation designers, Jason Bruges Studio, and students from Middlesex University.
Each one is made up of hundreds of mechanical 'flipper' units that,
when set in motion, reveal a range of colours and patterns. These
structures are placed within a series of different environments, such as
a cafe, a staircase, on a tree, and on an abandoned boat on a beach in
Dungeness' - Creative Review.
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