The brief was well written and clear - refresh the S4C brand personality and re-connect
with its audiences in new ways. Further to that it was felt that S4C could benefit from
engaging with a younger viewer. There is massive pride in Wales for both the country
and the language, but the existing S4C brand had little appeal for that market. We
thought they should better represent the Wales of today: vibrant, modern, progressive
and bilingual. S4C wanted to create an identity that future-proofed it after analogue
switch off beginning in 2009.
Identity
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We made a conscious decision to move away from the over-nationalistic dragon icon
used in the previous logo. We wanted to keep a strong visual connection to Wales, the
new marque emphasises the 'C' of Cymru (Wales) separated from the 'S4' (Channel 4)
by a forward slash. They were also encouraged to refer to themselves by their full name
'Sianel Pedwar Cymru'.
HQ
We feel that contemporary identities need to be living things. The S4C identity
exemplifies this; the '/C' can be used to highlight any Welsh word beginning with C.
This example at the S4C headquarters uses S4/Croeso (welcome in English).
Typography
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S4C Sans (the house font) is based on Typ1451 designed by Nico Schweizer. We worked
closely with Lineto to create a bespoke version of this typeface which is used as the
channel's house font. They have just delivered a new stencil version.
On the first series of idents, Proud and Matt Pyke of Universal Everything worked
together to develop a concept based on magnetism. The uncontrollable attraction
reflects the Welsh feeling of emotional affinity to their country whether near or far
and the feeling of completeness when returning home. Multi-award winning director
Simon Ratigan joined Proud to put his own distinctive visual twist on the creative.
Being a television channel is both show and business. We wanted to express S4C's
schizophrenic persona in the design of the stationery. A business card is as much a mini
billboard for the brand as it is an aide-memoir for the recipient.
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Colour
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Part of the launch pack created by S4C Creative, using the new brand palette.
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Envelope
The marque is distinctive and clean even via a franking machine.
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Launch Invitations
Printed in Wales on 100% recycled stock. Our production goal is to be as green and
local as possible with all of S4C's communications. All our filming was done in Wales
with a totally Welsh crew.
Loop
"What do you get when there's a break in the schedule of television early in the morning?
Informercials? Test patterns? Not if you live in Wales. This loop fills those gaps with a
serene and mesmerising flow of five lines." John Beohm, Idents.tv.
Advertising
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Brand implementation - the info panel known as a sticker can appear anywhere on
a piece of communication in any one of the five colour palettes. These stickers
replicate the infographic system viewers see on screen.
Signage
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Why can't wayfinding be interesting? Outdoor signage that appears to be talking directly
to the viewer. Furthering the idea that inanimate objects have personalities too. We saw
this as another opportunity to give the brand personality beyond the screen.
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Reception
The new reception area perfectly embodies the re-brand ethos. Simple, elegant,
friendly and fresh. The work was carried out by Welsh interior design firm Witchell
Associates. If the name seems familiar that's because Dan Witchell is creative director
at Proud and Witchell Associates is his fathers company. S4C were happy to keep the
work in the family - another innovative and human approach to working.
