DixonBaxi creates play bar-inspired identity for Channel 4's on-demand service All 4

DixonBaxi has worked with Channel 4’s in-house agency 4creative to develop a new identity for its on-demand service All 4. The new logo centres around a 2D version of the channel’s iconic marque, where the cross stroke of the “4” has been replaced with a streaming play bar.

The play bar itself was created from two blocks of the existing logo and features a triangular gap between the two to indicate the distance through play. “With a disruptive and rapidly evolving entertainment landscape, the challenge was to develop a sleek, new brand identity that worked alongside the newly unified Channel 4 brands while creating a distinct, seamless and next-generation experience for All 4,” says DixonBaxi co-founder Aporva Baxi. “In action, the Playbar expands horizontally to become an infinite stream that guides, frames and connects every piece of content, showcasing the vast library of shows available.”

The new play bar has been integrated as an actual streaming bar in the All 4 app and DixonBaxi has also used it as a device for introducing text in its trailers and as an image treatment on print advertising and billboards. “The angle of the leading edge of the 4 is used consistently to create a sense of forward momentum and is a strong graphic element of the look,” says Baxi. “In motion, it’s fluid, slick and effortless. Suggesting scrubbing through the timeline, revealing show images and titles through silky-smooth parallax motion.”

The new identity additionally introduces sharp yellow, acidic teal and a dark grey to the brand palette, as well as using an italic weight of the existing Channel 4 typeface. It will be rolled out across the entirety of All 4, including promotional trails, desktop, social media, big screen and mobile.