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Coinciding with last week’s Great British Bake Off final, Channel 4 has released its latest rebrand with a series of pretty and slightly political stings.

The channel’s famous masthead number four has undergone numerous transformations over the years, with 2017’s offering creating an enormous metal digit that wanders the UK  in short clips directed by Dougal Wilson of Blink.

From joining in a street football match on a quaintly English terraced street to helping a group of migrants reach the white cliffs of Dover, the outsize logo clearly embodies and exudes the brand’s youthful, liberal, edgy character.

‘Our new idents couldn’t be more Channel 4,’ says Alice Tnge, head of 4Creative, ‘They celebrate inclusion, diversity, youth and the channel’s big, noisy, alternative voice.’

You can watch the shorts below. What do you think of the channel’s new ident?


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