More4 live action idents

The new More4 identity has just been unveiled featuring “Live-action idents" seeing the brand break out into the real world in the form of mechanical ‘flippers’”.

Created by the More4 in-house team and ManvsMachine, the new brand identity uses a simple but very powerful 'flipping triangles' device that brings life to the brand without the heavy use of CGI. Apparently the intention was to keep the moving image work clean and built with an outdoors feel to reflect the types of programmes being aired.

Rather than choose the easy route of making the idents with CGI, the team chose to make all of the many thousand of triangle pieces and assemble them mechanically. The result is noticeably more realistic, more natural.

The logo itself uses the very same triangles combined to form the famous '4' character. The depth and colour in the character itself is striking yet well balanced.

It only leaves you with the thought: "I wish that was my idea".

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