07-04-2024, 05:32 PM
Maybe they should consider using “Channel 4” when referring to just the TV channel and just use “4” for the streaming service.
The word “channel”, like many on here have indicated, is from an age when there was nothing but linear television.
The logo itself has never included the word “Channel” in its entire history, so to prepare the brand for the future, it makes sense to stop using the word “channel” for anything else besides the linear tv channel.
Again, like many others have said on here, they have always used the name “4” in a casual manner.
In my opinion, now seems the right time to formally clarify that moving forward the master brand will be “4” (as in their current logo), which is never to be written as “Four” for clarity and brand recognition purposes.
When promoting programmes on TV it will simply be…
“7.30 tonight on Channel 4 or watch now on 4”
“11am this morning on E4, or watch later on 4”
“3pm weekdays on More4, or watch anytime on 4”
“9.15 this Friday on Film4, or watch from midnight tonight on 4”
“Channel 4 News, 7pm weeknights on 4”
This gets rid of the phrase “watch live” which they use to refer to watching linear television, rather than a programme that is actually being broadcast live.
By doing this it won’t cost them anything as the brand recognition is already existing. The logo already exists. Nothing presentation wise needs changing apart from how they write and say the times when trailing programmes.
To me the following brand recognition applies…
“1 or One” is BBC One
“2 or Two” is BBC Two
“3 or Three” is the mobile phone company
“4 or Four” is Channel 4
“5 or Five” is Channel 5
The solution has been staring them straight in front of them all along!
The word “channel”, like many on here have indicated, is from an age when there was nothing but linear television.
The logo itself has never included the word “Channel” in its entire history, so to prepare the brand for the future, it makes sense to stop using the word “channel” for anything else besides the linear tv channel.
Again, like many others have said on here, they have always used the name “4” in a casual manner.
In my opinion, now seems the right time to formally clarify that moving forward the master brand will be “4” (as in their current logo), which is never to be written as “Four” for clarity and brand recognition purposes.
When promoting programmes on TV it will simply be…
“7.30 tonight on Channel 4 or watch now on 4”
“11am this morning on E4, or watch later on 4”
“3pm weekdays on More4, or watch anytime on 4”
“9.15 this Friday on Film4, or watch from midnight tonight on 4”
“Channel 4 News, 7pm weeknights on 4”
This gets rid of the phrase “watch live” which they use to refer to watching linear television, rather than a programme that is actually being broadcast live.
By doing this it won’t cost them anything as the brand recognition is already existing. The logo already exists. Nothing presentation wise needs changing apart from how they write and say the times when trailing programmes.
To me the following brand recognition applies…
“1 or One” is BBC One
“2 or Two” is BBC Two
“3 or Three” is the mobile phone company
“4 or Four” is Channel 4
“5 or Five” is Channel 5
The solution has been staring them straight in front of them all along!