Film4 reflects its 'passion and commitment to film' with new ident series

Channel 4 has refreshed the on air brand identity for Film4 in a bid to reassert the channel’s dedication to the world of cinema.

A series of 16 different brand idents have been shot across five locations and will be appearing during Film4 programming from today (Tuesday 2 September).

Paying homage to moments of cinematic history with more covert references for the more discerning film fan, the idents were conceived, designed and directed by ManvsMachine under the creative directorship of Daniel Chase, 4Creative’s head of an air promotions for Film4.

Laura Ward, group marketing manager, oversaw the brand refresh which needed to reflect the channel’s “passion and commitment to film”. She added: “Our updated look welcomes all film fans, whether spotting hidden references in the new idents, or simply enjoying having the scene set before watching a great film.”

Chris Bovill and John Allison, heads of 4Creative, commented: “They're here. 4. Film4. Show me the idents! May the rebrand be with you. You're gonna need a bigger TV. It’s been emotional. Nobody puts Film4 in the corner.”

The new look is an evolution of Film4’s pre-existing idents which have been running since July 2006, when the channel became free-to-air.

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Gillian West

Gillian West is The Drum’s social media manager and works to ensure The Drum’s content reaches followers across platforms including Twitter, LinkedIn, Facebook and Instagram in an engaging, relevant and timely manner. Based in Glasgow, she has been actively involved in building The Drum’s Creative Works brand for over three years now and has interviewed major creative figures including Rankin, Peter Souter, Rosie Arnold, Bob Greenberg and Vicki Maguire. During her time at The Drum she has attended events such as Cannes Lions, the Edinburgh International TV Festival, Art Director’s Club Europe, D&AD and more.

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