Channel 4 is more than a number. We didn’t want to tell people what they were watching, we wanted to tell people why they were watching. We went back to the start, to the original Lambie Nairn 3D logo from 1982 and broke it apart. The individual Channel 4 blocks are now free to reflect the channel’s remit; to be original, alternative, innovative, to be surprising and bold.

The new identity is distinctive yet flexible enough to work across all Channel 4’s offerings, from a chat show to the News. The blocks run through everything, from the on-screen graphics, menu beds, into the idents and even feature in our new typeface. It’s incredibly diverse.

The idents, directed by Jonathan Glazer, present the blocks as elemental forms born of nature and found within the earth. They depict the blocks being discovered and their impact on the world. While there is a narrative running through the four films, we wanted a less obvious approach to TV Channel branding.

In 2015 Channel 4 grew share for the first time in 9 years (up 7% in peak) and  posted record revenues. Brand measures are very strong with Channel 4 the only channel to have maintained its positivity score  – all other broadcasters have  declined.  46% of viewers agree that Channel 4 takes risks with programmes that other channels wouldn’t (a lead of + 31%). It has a 23% point lead over BBC1 for the statement “makes me think about things in new and different ways”.

The new identity has also been very well received “A stunning and persuasive campaign” Peter Souter chairman and chief creative officer, TBWA UK.

“It is one of the most interesting and creative brands in the world because it challenges itself to constantly improve, create change and make mischief. This new identity is a testament to that.” Dave Buonaguidi, CCO, Crispin Porter & Bogusky London.