Channel 4 unleashes a giant steel stick figure on an unsuspecting Britain

Channel 4 has undergone another rebranding exercise which has seen its famous number 4 masthead transmogrified into a metallic entity which stalks Britain.

Amongst a series of shorts directed by Blink’s Dougal Wilson the silver stickman is depicted playing football on a traditional terrace street, bellowing from a hillside and transporting a group of migrants across the English Channel, safely depositing them above the white cliffs of Dover.

The outsize logo was created by MPC in an overt play on British eccentricity, attempting to cater for all of its diverse audience.

The mix of bizarre and politicised messaging follows a 2015 refresh in which director Jonathan Glazer deconstructed the original 1980s Channel 4 logo into a series of building blocks.

Alice Tonge, head of 4Creative, says in a statement: "Our new idents couldn't be more Channel 4 -- they celebrate inclusion, diversity, youth and the channel's big noisy alternative voice."

Wilson added: "I really enjoyed filming in different regions of Britain and hope the outcome isn't too perplexing."

The new identity coincides with the final of The Great British Bake Off - the most viewed TV series of the year.

John Glenday

John Glenday is responsible for compiling The Drum's daily morning bulletin and ensuring that overnight breaking news is covered while you're still brushing your teeth. Can also make a mean cup of tea.

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