Originating from the Channel 4 brand line ‘Altogether Different’, the new Channel 4 idents are based on a repeating, infinite loop. With the channel’s logo as the central axis, the camera continually travels through the cube at the foot of the 4 into distinct and contrasting worlds.

 Designed as an inclusive system that welcomes diversity of expression, each loop began as an invitation to 17 different artists and filmmakers to interpret one of five themes: Identity, The Land, System, Release and Love. This open template allowed for endless possibilities and resulted in a combination of live-action, animated and fully CG films – an Altogether Different system harmonised by the cube motif, the camera move and the central 4 logo.

 Literal, abstract, hyperreal or metaphor, each of the 25 scenes is a reflection of modern Britain and creates a tapestry of how we live now. Collectively they represent Channel 4’s core values of diversity, challenge, and creative risk.  

 Featuring over 70 faces cast from across the UK, the idents reflect Channel 4’s commitment to representing the different stories and people that make up British society. Rooted in authenticity, the casting process resulted in real families, couples, and groups of friends featuring in the majority of scenes.

Channel 4’s idents reach 50 million people in the UK every month. More than just channel branding, they are arguably the UK’s most viewed piece of public art. Our creative response is reflective of that ambition.