This skit by the British comedy team David Mitchell and Robert Webb from Channel 4’s “That Mitchell and Webb Look” sketch show kinda feels like the circular discussions that many of us sometimes have with clients, creative directors and team leaders. OK, not quite like that, but kinda like this. OK, the talk isn’t about fictional heroes, sex or killer sharks, but swap out the sex and killer sharks with marketing lingo and brand positioning and it’s almost identical. Well, not identical, but close. The free-association constructive criticism has the same baffling effect. Maybe not, but you know what I mean. If you don’t feel like that, just ignore this and enjoy the video for what it is. Or not.
More4, a digital television channel in the UK run by British broadcaster Channel 4, has a new brand identity and on-air look. Channel 4’s communications company, 4Creative, teamed with design and motion studio, ManvsMachine, to create a flexible logo that morphs from one triangle of color into another through a series of flips, folds and reveals.
Inspired by the intriguing ever-changing logo, 4Creative saw its possibilities as installation art and collaborated with Jason Bruges Studio and students from Middlesex University to design and build over 400 individual flipper units that would work together as a single mechanical system. The three-dimensional piece was set up in different environmental settings –- an interior staircase, an abandoned fishing boat on Dungeness Beach, a tree trunk in Victoria Park –- and filmed on location. It made for a memorable on-air debut of More4’s new identity. It also is further evidence that logos are not static graphic forms anymore. In the digital age, more and more logos are designed to be interactive, dimensional and animated.