A new brand identity for All 4, designed in collaboration with Channel 4’s in-house agency 4creative, includes a new All 4 logo — a 2D version of the classic logo with a streaming “Playbar” at its core — and an adaptive digital-first experience across social media and VoD, mobile, big screen, and desktop.
With a disruptive and rapidly evolving entertainment landscape, the challenge was to develop a sleek, new identity that worked alongside the newly unified Channel 4 brands while creating a distinct, seamless, and next-generation experience for All 4.
In action, the Playbar expands horizontally to become an infinite stream that guides, frames, and connects every piece of content, showcasing the vast library of shows available. The angle of the leading edge of the 4 is used consistently to create a sense of forward momentum and is a strong graphic element of the look. In motion, it’s fluid, slick, and effortless. Suggesting scrubbing through the timeline, revealing show images and titles through silky-smooth parallax motion.
Two vibrant accent colours, a sharp yellow and an acidic teal, bring a refreshing energy and digital quality to the look. This is offset with a deep grey that adds a premium feel, while the use of Channel 4’s Headline brand font in its boldest, italic weight throughout creates confident typographic language. From simple, clear headings online to unstructured, offset layouts in print and social and on-air.
Every aspect of the brand has been refined to create a digital-first user experience. With the Playbar integrated into everything from the UI and actual streaming bar in the All 4 app when watching content to on-air promos, social stories with a powerful use of typography and strikingly graphic outdoor billboards.