This submission for the 2013 D&AD student awards answered the brief set by MPC & Channel 4. The brief was to create a 15-second ident for Channel 4's new sister channel, 4seven, which airs the most popular programmes from the past seven days that have caused the most discussion online through tweets and shares online. It is this nature of viral content we sought to represent using the metaphor of cell division, telling the story of a singular cell splitting into multiple cells acting as a chain reaction.
In addition to the ident, we felt it was important to redesign the channel's identity. We felt the current identity – as simply the existing C4 logo with an added 7 – neither suited the new aesthetic of the ident nor was original enough to embody what Channel 4 call an 'innovative new way of programming'. To convey the idea that the channel reflects public taste, we wanted to use mirror images of the most basic geometric shapes of '4' and '7'. The globular look of the mark also tied in with the look of cell division that we used in the animation.