Touching, beautiful and hilarious. The sign of a great brand hitting the mark full square.

Beginning with the beautiful but subtle soundtrack (1982’s ‘Four Square’) reimagined by Scots director Dougal Wilson (ex Leith Agency) Channel Four have released four new idents that are crushingly brilliant.

I laughed out loud at the football execution and was genuinely moved by the immigrants spot.

Dougal Wilson has turned into a real nations favourite director with a string of great work but this is a tricky one.

The brief was to capture C4’s inclusive and diverse personality without becoming ‘right on’ politically correct or overly serious.  Channel 4 is fun too, and cheeky (naughty they say).

So this is an outstanding achievement of branding. both aural and visual, and completely true to Martin Lambie Nairn’s original creation back in 1982.  Yet almost completely different.

A class act.  Bravo.

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