11 January 2007
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 programmes.”
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 wider audience.”
The initial series of channel idents are based on the concept based on “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 creative.
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 and Lineto.
Dylan Griffith added: “We are confident that the new brand identity will both intrigue and entertain, creating a distinctive and memorable look for S4C.”