More 4 have rebranded in response to a development in content and strategy. The result is deeply conceptual and suitably vibrant, something a bit different and a successful representation of the variety offered to viewers. A job well done, with inspiring results.
But wait, what's that grey smudge in the top left corner of my TV? Sadly, the new identity falls down in one of its most significant applications - the logo displayed on-screen throughout each of More 4's programmes. To be a complete success, an identity system must be fit-for-purpose across its full range of applications.
This film shows how much work went into creating the installations you occasionally see flash up on your screen - now that's attention to detail.