In the 1990s where 3-D logos are out and 'organic' logos are in, Channel 4 updated its image with a new circle theme. The four circle "connections" design along with its "slice of life" scenarios are the most substantial change to the network's image since its inception in 1982, with the original animated 3D coloured blocks. "Our new look is not about a logo" says C4's marketing director Stewart Butterfield. "We are making a characteristically bold leap beyond the fixation with animated logos, which are beginning to look dated." Work began as a joint project between Tomato and C4's in-house design team. the two went their separate ways in the summer, when C4 decided against the work Tomato presented. Tomato was reported to be "angry" with the decision. The logo and over 100 scenarios were finalised by Electric Image's Inferno operator David Frearson. C4's creative director states that the design needed to be "Fluid and organic... it needs to embody a sense of evolution with wich the audience can share." Electric Image managing director, Paul Docherty acknowledged that these were "difficult concepts to interpret, but David has some ideas for a subtle optical burnout effect that we could produce through the Inferno." Ironically this was the first Electric Image job that did not have a 3D element.
Programme trailer examples...
Continuity examples...
