New idents reflect what Channel 4 should be about

I’ve often criticised Channel 4 but as many will have realised it’s tough love.

The remnants of the C4 of old can still shine even when so much of the modern channel is predictable, provocative in a bad way or puerile.

And so it’s with real pleasure I offer praise where praise is due.

The new idents are absolutely excellent.

Visually they are a treat and their values speak to what Channel 4 should really be about.

The C4 logo is bold and proud. It’s a lovely touch to see the 1982 colour scheme return in some of the sequences.

I always felt that 4 giant unintentionally symbolised some of what was wrong with modern C4.

Although cleverly executed, they lacked depth and authority. They seemed lightweight and  inconsequential even with some heavier stuff awkwardly tacked on. Like much of modern C4 they seemed trivial – but you could imagine someone claiming it was triviality with a purpose.

The new idents are night and day in comparison.

The launch film and accompanying poem were also statements of what should make C4 stand out from the crowd.

And who ever thought there’d be an ident package again based around perpetual motion?

All in all these must be the best idents produced for any major channel since the 90s.

Let’s hope the bold new identity might lead to bolder broadcasting by C4 once its current financial difficulties are over.

Acknowledgements