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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