S4C unveils new brand identity
S4C is set to launch a new brand identity to take the channel forward to digital switchover and beyond.
Launching on 18 January, the re-brand presents a contemporary image and
attitude and will be integrated across S4C’s on-air, off-air and online
activities. It replaces the current S4C identity which has been in
existence since 1993.
S4C Chief Executive Iona Jones said: “The new brand reflects S4C’s
agenda for creative excellence. It demonstrates a renewed confidence in
our content and will help the channel stand out as a multi-platform
operator in the digital-only environment.”
Dylan Griffith, Creative Consultant to S4C and overall Creative Director
of the project said: “While the identity and tone of voice of the
re-brand are inherently Welsh, we have avoided traditional Welsh icons.
Our aim has been to reflect the broad and contemporary appeal of S4C’s
The re-branding has been undertaken for S4C by Proud Creative. Proud,
who beat five other short-listed companies to win the contract,
assembled a team including the consultancy arm of onedotzero and
creative production collective Rare to work on the project.
Proud’s Creative Director Dan Witchell said: “Our collaborative
approach, along with S4C’s openness to a complete visionary overhaul,
made this project an unmissable opportunity to offer a new-look S4C to a
The initial series of channel idents are based on the concept of
“uncontrollable attraction”- reflecting the Welsh feeling of an
emotional affinity to the homeland, whether near or far. Multi-award
winning director Simon Ratigan put his own distinctive visual twist on
The new channel idents were filmed in locations throughout Wales.
Other collaborators on the project included: Minivegas, Freefarm, The
Acid Casuals, Marc Ortmans, Folk Design, Rushes, John Hill, Ariane Geil
Dylan Griffith added: “We are confident that the new brand identity will both intrigue and entertain, creating a distinctive and memorable look for S4C.”