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E4 music channel chooses Glasgow-based Iso for full identity re-brand

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By The Drum Team, Editorial

August 10, 2006 | 2 min read

E4’s daytime music channel E4 Music re-launches this month with a full channel identity re-design by Glasgow-based ISO.

In addition to creating a package of 16 idents, ISO has also created the channel logo, stings, custom designed font and templates for the on screen graphics.

The identity introduces viewers to the inner workings of the fictional E4 Music headquarters – a vast computer mainframe populated by a team of E4 music operatives, portrayed to be all toiling ceaselessly to bring the best music and videos to E4’s audience. Occasionally the mask of absolute control slips and viewers see flashes of music-induced mayhem.

ISO has threaded together film with computer generated environments to create the stylised E4 Music hub.

Neil Gorringe, creative director at E4 said: “I really liked ISO’s original idea for E4MUSIC’s on-air identity – to actually show the channel itself as some kind of a weird computer nerve centre run by glamorous nerds. These latest pieces of packaging extend that world, and are brilliantly conceived and executed.”

The E4 music operatives were shot on 16mm film against green screen and then composited into the virtual environment.

ISO formed in 1999. Since then it has worked with a range of high-profile clients including the BBC, E4, MTV, Endemol, IWC, Mentorn, the ICA, the British Council and Mercedes-Benz.

The new idents will air from August 19.

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