The brand refresh, commissioned through E4 marketing and conceived and directed by Noah Harris, includes five new idents lasting between 20 and 30 seconds. Each takes a British environment, such as a beach hut and a hotel, and disrupts it with a series of bizarre events involving the E4 logo.
Neil Gorringe, the creative director of E4, said: "We wanted something that reflected E4's personality - beautifully random, joyously daft and generally not taking things too seriously."
According to Barb, E4 has a 1.1 per cent share of total viewing in multi-channel homes. ITV2 has a 2.2 per cent share and BBC Three 1.3 per cent. However, high-profile shows such as Shameless and Skins are set to return to E4 for new series.