THE Irish broadcaster TG4 has revealed a new look – which features a deconstructed logo - that will unify its offering across its television and digital platforms and reflect its position as a multimedia brand.
Following a tender process, the London-based creative agency Red Bee were commissioned to create the Irish language television channel’s makeover – which includes six new brand idents that are in use across its platforms as of February
The six idents are “contemporary interpretations of Ireland’s unique storytelling and landscapes”, TG4 explains.
“The concept embraces Irish landscapes whilst injecting a contemporary twist via an unexpected interaction with generated figures that enter the landscape,” they add.
The idents are visual interpretations of phrases in Irish – focused on the themes Windy Day, Seaweed, Rain Dance, Leporine, Glass Blowing and Street Crossing.
TG4's Creative Director Seán Cathal Ó Coileáin explained: "TG4 has evolved from TV centric to a multimedia brand, and that evolution means the idents have to work in the multi-platform, multi-screen environment.
“The idea is to simplify TG4's brand interface on all screens and media while retaining the strengths of the previous identity. The result is a spring forward into a contemporary multimedia environment."
Red Bee - who are the creators of the successful men’s channel Dave -have also created distinctive brand identities for clients including NBCUniversal, Kurt Geiger, Discovery Networks, Oasis, Disney, DreamWorks and Netflix.
"The TG4 brief was immediately inspiring,” Jane Fielder, Head of Design at Red Bee Creative, admits.
“A clear understanding of the channel, its audience and the need to engage a wide range of audiences across platforms. They set a challenge to design channel idents that feed back into their social media”
She added: “It was such a brilliant experience to take up this challenge, through close collaboration we were guided, trusted and energised to deliver innovative thinking."
Christopher Godfree, Red Bee’s Head of Client Services, added: "It's great to see an identity that stays true to the subversive nature of the channel brand: the deconstructed logo and the unusual CGI characters embodying the sense of the ‘unexpected’.
“It was also such a pleasure to work on a project where both teams’ expectations of the creative work have been consistent right from the very start. The work that is going on air is exactly as pitched, which I think demonstrates a truly united creative vision.”
TG4, which has been on air since 1996, is the sixth most watched channel in Ireland and is watched more than BBC 2 and Channel 4 in Ireland.
The brand’s new idents can be viewed here on TG4's YouTube channel.