Channel 4 today unveils a brand new set of idents for its main channel in which the broadcaster’s iconic blocks are brought to life as a giant. The new films are set to launch from 8pm as viewers tune into The Great British Bake Off final and will air across the peak time schedule on Tuesday 31st October.

The Channel 4 giant personifies the broadcaster’s unique values and public service remit to take creative risks, inspire change and represent a diverse range of voices across the UK. The giant’s mnemonic call pays homage to Channel 4’s original and iconic Lambie-Nairn ident, launched in 1982, re-mastering its soundtrack ‘Fourscore’ for a new era.

Filmed across the UK, the new creative follows on from the set of idents launched in September 2015 which saw the 4 logo deconstructed, the discovery of its blocks’ and their impact in different situations. 

Channel 4’s award-winning in house creative agency 4Creative has created the new wave of brand films, working in close collaboration with the award winning director of the We’re the Superhumans campaign, Dougal Wilson of Blink Productions and Oscar-winning visual effects company MPC.

Dan Brooke, Channel 4’s Chief Marketing and Communications Officer said: “This exciting evolution of Channel 4’s main channel identity celebrates Britain in all its glory and reflects our public service remit to take creative risks, champion diversity and provoke change.”

Alice Tonge, Head of 4Creative said: “Our new idents couldn’t be more Channel 4 – they celebrate inclusion, diversity, youth and the channel’s big noisy alternative voice. The brand sits at the heart of each film which remind viewers not only what they’re watching but why they are watching Channel 4.”

Dougal Wilson said: "It was a great pleasure to work again with 4Creative on Channel 4’s new idents.  Hopefully viewers will find them entertaining in a way that also says something about what Channel 4 represents. Or if they just find them entertaining that’s fine too.”