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Watch: Channel 4’s Surreal And Beautiful New Brand Identity Spots Directed By Jonathan Glazer

Watch: Channel 4's Surreal And Beautiful New Brand Identity Spots Directed By Jonathan Glazer

It has now been two years since Jonathan Glazer unleashed his brain peeling “Under The Skin,” and while he hasn’t yet mounted a new feature, he has been keeping busy, knocking out some beautiful, strange, and surreal brand identity tags for the U.K.’s Channel 4. And they are big-screen worthy.

READ MORE: Director Jonathan Glazer: His 10 Best Commercials

The idea behind the branding relaunch was to take Channel 4’s classic block construction logo, reinvent it, with Glazer shooting a variety of landscape and nature-driven sequences (another tradition for the network) to be paired with it. “From the very start, we wanted whatever we did to be real and to be tactile, because if you look at a lot of other branding out there, it’s very shiny and CGI-led,” John Allison, head of Channel 4’s in-house creative agency 4Creative, told Creative Review. “As a channel and a brand, we have a real impact on the world around us, and so we wanted our brand identity to be very real and tactile. The blocks run through all the on-screen identity and into the idents that Jonathan Glazer’s filmed for us.”

The result is totally unique, with Glazer’s stamp clearly all over the material he’s lensed. In the first video below, you can see all of the idents Glazer shot, and in the next one, you’ll see how they’ll be incorporated with Channel 4’s branding. It’s terrific stuff.

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