Case Study: Channel 4 unifies its brand and streaming experience with Pentagram

Channel 4 unifies content brands and streaming under one roof with Pentagram after 40 years

Channel 4, a major UK public service broadcaster, faced the challenge of unifying its disparate channel brands, content, and streaming service to compete in a landscape now dominated by international streaming giants. They partnered with the design firm Pentagram to develop a new masterbrand identity that could provide cohesion while still allowing for the creative flexibility and rebellious spirit for which the channel is known.

Pentagram created a principles-based masterbrand system centered on the narrative of the '4' logo as a traveller guiding viewers through a universe of content. The solution included a refreshed logo, a singular masterbrand color, immersive gradient worlds, and flexible motion and graphic principles. This new system, developed in collaboration with Channel 4's in-house agency, successfully unified the broadcaster's entire portfolio under one recognizable roof, future-proofing the brand and connecting it to a new generation of viewers.

Channel 4