While the new graphic device is clearly an attempt to use something that has a bit more activity to it, the sense of movement is translated in a series of live action idents designed and directed by ManvsMachine in collaboration with art installation designers, Jason Bruges Studio, and students from Middlesex University.
Each one is made up of hundreds of mechanical 'flipper' units that, when set in motion, reveal a range of colours and patterns. These structures are placed within a series of different environments, such as a cafe, a staircase, on a tree, and on an abandoned boat on a beach in Dungeness.
"The new idents are definitely born from the new mark," says Wood. "We knew we want to create live action idents, initially ideas were too convoluted or grandiose, but as ManvsMachine developed how the logo would animate it inspired them to think about taking elements and breaking them out into the real world. After that, creatively, things pretty quickly came to the point at where the idents are now.
"However, the realities of designing, manufacturing, installing and transporting 400 flipper units was a challenge, but all those variables, the extra input and expertise we gained along the way, means we've ended up with something that is incredibly visually satisfying, is unpretentious, and has warmth and charm."
According to ManvsMachine's James Greenfield the flexible logo "morphs through a series of flips, folds and reveals [and so] the colour palette reflects the vibrant nature of interiors, food culture, fashion and other contemporary lifestyle programming." The typeface used is More4 Omne, a version of Darden Studio's Omnes Pro.
"A lot of More4's programming is about making things," Wood adds, "so we in turn wanted to physically build these idents, construct them and film them in real locations, rather than computer generating all the magic in post-production. I think the installations we eventually came up with subtly reinforce the new look but offer a satisfying spontaneity which, I hope, will make them continually watchable ."
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