When I was a kid growing up in England we basically only had 4 TV channels to choose from. BBC One, BBC Two, ITV and Channel 4.
When Channel 4 launched in the 1980’s it was (to my memory at least) regarded as an outcast of sorts. It was the only channel that would feature cutting edge music, risqué points of view and (in more recent history) even broadcast a live autopsy (yes, with an actual human body.)
For these reasons, and more, I suppose I am not too surprised to find their new series of on-air idents are a strange, abstract and mesmerizing affair. There is no logo, no overt branding and absolutely nothing to inform you that these short films exist to promote a TV channel. In fact the only function of these films is to play in-between TV shows while the announcer narrates what’s coming next.
A lot of people are confused. A lot of people are asking “where is the logo?”, but some of us are impressed. Fuck it. Why does everything have to be so obvious all the time? Let’s embrace the abstractness!
Apparently the films were created by Jonathan Glazer (Under The Skin) but they feel very Matthew Barney to me.
Read More: Channel 4 ditches signature ‘4’ logo in ‘brave and bizarre’ rebrand