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.
SAYING MORE WITH LESS
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