All4 is the streaming service from Channel 4 - the UK's most popular TV network.

We were approached by  Channel 4's in house creative team 4Creative to help develop the new visual identity. The task was not only to develop the visual identity of the platform but to establish All4 as an umbrella brand; one that brings the different channels within the Channel 4 brand together.

The solution was to retain the personalities of the channels but to bring them together into one marque that can express context-specific behaviors and attributes, all aligning to a core concept and tagline; "Where all the Four's come together".  The logo was a riff on the classic Channel 4 logo, with the new angle informed by the idea that this new platform was a 'shift in perspective' for the brand.

Using our new marque as the foundation, we further explored how to express All4’s multiple personalities through motion and behavior. The logo expresses personalities that correlate to Channel 4’s diverse range of programming - be it inspirational film, hard-hitting documentary, or irreverent comedy.

Over the course of a year, we developed a comprehensive system including idents, promo packaging, and user interfaces.

Credits.