E4 has unveiled a new on-air look in its first refresh since 2007.
Designed and developed by ManvsMachine and E4 creative director, Neil Gorringe, the new branding retains the distinct purple colour but is updated to resemble a plastic peg display board.
The refresh also includes five new idents, directed by Gorringe and executed by creative studio MPC, which feature a robotic embodiment of the channel’s logo, together with his crash-helmet wearing dog.
The character is also being used across Facebook, Twitter and Instagram, as well as E4’s YouTube and Spotify channels.
Over time, viewers will also be able to submit their own photos and suggestions to feature in the idents.
Charlie Palmer, group marketing manager for E4, who oversaw the refresh alongside Alex Walker-Sage and 4Creative’s Jason Delahunty, said: “It was important that we maintained E4’s humour, irreverence and purpleness but with the new branding and Eefer, we wanted to try something truly distinct and invite viewers to engage with us in a way no other channel does."
The new look launches on Thursday 31 October 2013, coinciding with the new series of The Big Bang Theory and the debut of E4’s new comedy drama, Drifters.