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More 4 — Update

Back in November we posted that Man vs Machine were working on a full rebrand of the now iconic More4 identity. This generated a lot of debate, with Greig getting “the feeling this is going to move like a flip clock”.

How right he was – earlier today MvM unveiled the new identity featuring “Live-action idents see the brand break out into the real world in the form of mechanical ‘flippers'”.

Initial reaction to the logo received varied results, the majority of people reserving their judgement until they had seen it move. And move it does. I for one, think it’s a breath of fresh air, lovely to see the identity break out into the the real world.

What do you think?

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Have your say

    23rd Jan 2012
    6:56 pm
  1. It’s interesting. But I’m not sure I get the rationale for the flipping triangles. Am I missing something obvious?

  2. GreigGreig
    23rd Jan 2012
    7:55 pm
  3. Hate to say I told you so, but… ;) (Lucky guess!)

  4. Luke TongeLuke Tonge
    23rd Jan 2012
    10:08 pm
  5. Lovely lovely work, that had a very tough act to follow. The bumpers feel very fresh and sophisticated on screen – and its leaves many of its competitors looking a little clunky in comparison when you flick over…

  6. Tom Vining
    23rd Jan 2012
    10:23 pm
  7. The branding works beautiful, particularly on the light grey background.

  8. Dave Greasley
    23rd Jan 2012
    10:34 pm
  9. Love it, reminds me a great billboard I saw in Portugal

  10. David
    23rd Jan 2012
    10:50 pm
  11. The previous version was great, but this feels more flexible. I do like the ‘flipping’ effect, but I think this logo is one of those that looks best in motion.

  12. andystewart
    24th Jan 2012
    12:04 pm
  13. who needs rational when something like this is infront of you, lovely work. In a time where there is allot of mediocre branding going on this is refreshing.

  14. SeanSean
    24th Jan 2012
    12:22 pm
  15. @James, I’m guessing the rationale behind the flipping triangles is born of the new direction of the channel, which I believe is lighter, more diverse / lifestyle focussed programming. Not as ‘highbrow’ or as serious as it once was.

    The triangles are of course born of the logo itself, forming the 4. I’m fond of the way it is easily expandable as a pattern and as a graphic device, gives it lots of flexibility.

    I guess without knowing the brief, arguably it’s difficult to grasp the rationale behind the old (Spin’s) More4 logo. Yet I love it, I think most of us did. It was pure in it’s simplicty and the way the marque came to life in the indents was a lovely thing to watch. With that in mind, the rebrand does a similar job to the previous identity, lending itself beautifully to animation and movement, as a ‘super-graphic’ and also in the ‘real world’.

  16. SeanSean
    24th Jan 2012
    12:45 pm
  17. Good timing, Creative Review have just published a piece with explanation behind their thinking —

  18. James
    24th Jan 2012
    3:13 pm
  19. Don’t get me wrong, I do really like it. There just seemed to be such an emphasis placed on the triangular ‘pages’ as physical elements turning that I was wondering if I was missing some obvious rationale. I’m not great at picking up on these things sometimes!

  20. SeanSean
    24th Jan 2012
    3:21 pm
  21. ;) No, definitely a fair question mate! I think it’s a subtle nod to the programming, not obvious at all…

  22. se44
    24th Jan 2012
    11:49 pm
  23. it’s certainly a lot more refreshing than what more4 currently uses, and feels more apt to the programmes shown on the channel. The lime green didn’t really please my eyes.

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