"Idents"

14 June 2023

3 mins 28s

More than the sum of its parts

Every few years Channel 4 takes the opportunity to refresh its image by introducing a new set of idents. Previous work from directors such as Jonathan Glazer and Dougal Wilson has reinvigorated the broadcaster's cohesiveness at the same time as making a bold statement about its place in the national culture.

Impressive as these have been in the past, there hasn't been anything quite like those introduced yesterday. Harnessing the talents of an enormous team of directors under the guidance of 4 Creative's Lynsey Atkin, Time Based Arts' Mike Skrgatic and Love Song's Daniel Wolfe, this project has come up with something that is inventive, empowering and a fantastic reminder of Channel 4's endlessly innovative approach to broadcasting.

What's especially striking about the outcome is the way each of the components work separately just as well as they work as part of the whole. The team hasn't just created a splendid film, they have created a kit which can be used by Channel 4 in all kinds of ways, and lends itself to expansion in the future.

A lot of resources have gone into this project, and it's been constructed by a load of highly creative people. There is little doubt that it could have gone awry if those involved had pulled in different directions and it's a huge tribute to the project leadership that it has been held together so beautifully.

UK

TV Stations