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With so much content it’s tempting to say too much. That’s not a luxury off-air communications have – not if you want to grab attention.

Channel 4’s challenge was to imbue static off-air imagery with the attitude and feel of the on-air brand experience.

Attention catching directness is an inherent characteristic of Channel 4.

Exercising brevity and restraint with bold, simple use of colour, words and arresting images – cropped and scaled to add televisual drama and pace – captured the brand’s confidence and attitude.

The result: an elegant simplicity that other TV channels just don’t have – a design principle that has remained as the brand has evolved.


• Off-air identity • Through-the-line communications

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