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By The Drum Team, Editorial

January 23, 2012 | 2 min read

Digital TV channel More4 has today unveiled its new brand identity.

The new look has been created by Channel 4's in-house team 4Creative and design agency ManvsMachine.

Viewers will see a new logo created from multiple triangles that "flip, fold, attract and repel each other into position".

The new on-screen look includes five new triangle-themed idents created in locations such as Dungeness beach and Victoria Park.

4Creative commissioned Guy Connelly from the band Clock Opera to compose the music for the idents.

The new visual identity comes as More4 rejigs its schedule to focus more on "life enhancing popular factual and features shows" alongside US imports.

4Creative's Chris Wood, head of on-air promotions, More4 said: "It was a big challenge to re-brand a channel with such a strong existing look, so a bold departure was definitely necessary. The new logo is quite a statement so we kept the on air look very clean around it. It also meant that by breaking out some of the logo elements, we could create idents that signified a channel rather than physically forming a logo.

"From Grand Designs, to River Cottage - a lot of More4's programming is about making things; so we in turn wanted to physically build these idents, construct them and film them in real locations, rather than computer generating all the magic in post-production. I think the flipper installations we eventually came up with subtly reinforce the new look but offer a satisfying spontaneity which, I hope, will make them continually watchable ."